What are you measuring as part of your social media strategy?
You may hear people talking about how many Likers, Connections or Followers they have, but is this really the most important metric to measure? It is useful to have people interested in what you have to say, but the magic is in conversation. You want to engage as many of your Likers and Followers in conversation; these are metrics to measure.
Likers, Connections & Followers are not necessarily engaged, so measure them against brand awareness – they are in your network and may ‘hear’ you. The task is to hook them and covert them to your engaged audience, for example your ‘talking about’ number on your Facebook Page. This audience are actively listening, and will possible share your content, comment on posts, RT and Like. Here is an example of a well engaged Facebook Page. The beauty of this Page is the community that has been created.
If you do wish to measure number of Likers or Followers, add context and measure against other similar Pages (such as competitors) or alternate marketing efforts
On Facebook Pages you could measure the post Likes, Shares and Comments, but be sure they comments are legitimate. Have a look at your Facebook Insights to get a feel for where your Page rates. Work out your Engagement % by dividing your Facebook Page ‘talking about’ by number of Likers.
With Twitter have a look at Replies, Mentions and ReTweets.
What will you track on LinkedIn? Are you having conversations with your Connections? Are they commenting on or Liking your updates? If you manage a LinkedIn Group, look at the interaction.
Think about who your desired audience are and what they want. You could ask them either directly, via your Page or using a Poll. Speak to them, and deliver what they are seeking, adding value to their lives and increasing the chance of engagement.
Some people may need guidance, so don’t be afraid to tell them how to interact with you. In your emails and newsletter, direct them to the social media platforms you are using and ask them to get involved. They may be social media introverts, and just not feel comfortable commenting, so a bit of support may be in order. Ask questions and tell them how to respond, such as ‘Like if you Agree…” , “What do you think about ….”, Have you ever experienced ….”. Which do you prefer… A, B, C… “
Here is another example of a very high level of engagement.
If you can create a community, you will have engagement… Community is key.
Now go get creative with your posts and inspire some engagement. What goals will you set and how will you implement them?
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