Social Media Metrics You Should be Measuring: Engagement

Depending on what goals you have when running a social media campaign, the metrics that you focus on may vary. While it is good to know what all metrics mean and why they are important, having the ability to highlight those with the most influence and explain how they are affecting your specific campaign’s bottom line, is much more impressive. Throughout this 3-part blog series, we will go over which metrics matter for different types of campaigns and why. Starting us off, is engagement.

Engagement

These campaigns are used to encourage engagement with your brand whether it be by post comments, shares or page likes. So how do you track how well your campaign is performing? By monitoring the activity of the following metrics, you will be able to infer whether or not your audience finds your content interesting and interaction worthy.

Shares

When people share your brand’s content, they are essentially saying “Hey, this is pretty neat – you should check it out too!” to all of their friends and followers. This is the best-case scenario for engagement campaigns because it gets your brands content much more widely spread, more quickly than traditional positing and advertising. Plus, it has the added bonus of being endorsed by someone people know and, most likely, find more credible than your ad.

Content Comments and Likes

Similar to shares, comments and likes show others that your brand is worth engaging with and will encourage others to participate as well. People are much more likely to comment or like a post when they see others have as well, especially if they are in the same online circle i.e. friends and followers. Positive comments and high amounts of likes help to build a positive rapport around your brand and increase your credibility with your audience.

Page Likes

Page likes are a great metric to show you how many people have seen your social media campaign and decided your brand was worthy of a “like”- meaning they are willing/want to see more of your content and what you have to say. When running a page likes campaign, you may gain more insight into your audience by comparing multiple ads and observing which ones resulted in, not only more overall page likes, but generated likes more efficiently. Which brings us to our next point, cost per action.

Cost per Action

Like most social media marketers, we want to drive results for the least amount of money possible. So, while it may look great to have gotten a lot of page likes on a campaign, what really matters is how efficiently they were earned. For example, if you were running two campaigns and they both resulted in the same amount of page likes, but you paid an average of $4/like for one and $.50/like for the other, it is clear to see that the latter content was the more cost-effective and efficient.

While many engagement metrics are straightforward and easy to interpret, some take a bit more digging and knowledge to bring to light the true benefits.
Need some help with your brand’s social media metrics? Contact us and we would be happy to help! And make sure to keep a lookout for our next post discussing the measurement of the social media metric, traffic.