Engagement IS your Social Media Strategy

One of the keys to successful marketing through social media is creating conversations about your products and services; to get people to engage you through the content you post as well as engaging them about theirs.  Your end goal is to make a sale and it’s through this dialogue that the process begins.

Social Media Engagement is loosely defined and varies depending on the source.  Some will argue that if a user takes a moment to read your post, you have engaged them; even if they take no action that indicates that they did.  Others will say that the user must take action (share, like, retweet, +1 or other) your content before it’s considered engagement.  I think they’re both right but with one major difference; you can’t measure the engagement of a user who doesn’t take some sort of action.  Therefore I typically consider the latter as a better definition.

There are two kinds of basic measurements that are easy to track that will give you an idea of how well your content is creating engagement; overall engagement and engagement as a percentage of total friends/followers.

Anna & Wendy:

Let’s say Anna and Wendy hold the same sales position within their company and both use Facebook as a way of engaging with friends, following trends and promoting their personal brands. On Facebook, Anna has 500 friends while Wendy has 1,000.  Who is doing a better job of engaging?  Using total friends as our only measurement there is no way to tell. Wendy has more friends but the quantity of friends is not necessarily the goal.

Now let’s suppose that on average, when Anna posts something, she is engaged by 131 people while each time Wendy posts something she is engaged by 174 people.  Now who’s doing better?  They both have an advantage. Wendy has forty-three more people engaging her overall (174-131) but Anna creates engagement with a higher percentage of her friends.  Anna’s statistic is a little more telling.

Wendy:  174/1,000 = 17.4%

Anna:  131/500 = 26.2%

All other things being equal, Anna is posting information that is more valuable to her followers than is Wendy. This doesn’t mean her posts are necessarily better than Wendy’s either.  It could be that Anna posts at more strategic times than Wendy, she has figured out her users respond better to video than pictures, the quality of the information she shares is better or it could be the consistency of her posts.  It’s not an exact science.

Having a large number of friends who engage you or having a higher percentage of your overall friends engaging you are both good things but it’s important to figure out what content your users want from you, when they want it from you and how they want it delivered.  This will allow you to pack more punch with each post and get them to engage.

Here’s to Your Success!

Colby Keeler

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