Navigating the different social media platforms these days can be quite overwhelming. In addition to maintaining a presence on so many networks, you are also expected to track your performance and understand how you can better connect with your audience from those numbers! When looking at social media analytics, there are a lot of numbers to sort through, and one of the most important metrics to watch is always “Engagement.”
From Twitter to email campaigns, there is an emphasis on engagement. But what does this word actually mean, and why should it matter if your fans are giving your post a thumbs up?
What is Engagement?
An engagement, in social media terms, can mean a “like” on your Facebook post or a Retweet on Twitter. It is any deliberate interaction on the fan’s part, meaning that something you said made them want to spend their time and take an action to show their support for you.
Think about the last time you got a “like” on an Instagram photo, or the last time someone replied to you on Twitter. Yes, that engagement counts toward a number and a percentage of your audience that’s engaged. But don’t forget to really analyze what it was that you said that prompted their response. It goes much deeper than that number. That engaged fan feels a connection with you, and they want to strengthen that connection.
Why Should You Care?
An engaged audience in social media and email leads to an engaged audience that you can monetize. If your fans don’t care enough to click on a new instagram photo and give it a quick “like,” they certainly won’t care enough to make a purchase from you.
Engagement on social media can translate to engagement in email, and eventually, it can lead to a purchase. If you get that “like” on your photo, next you can get a click through on your Twitter post prompting followers to join your mailing list.
Once they’re on your mailing list, there’s an even higher chance that, (a) they will know the next time you have a product/service for sale, and (b) that they will buy that product/service.
However, it all has to start with that connection. A “like” by itself seems rather arbitrary, but really think about why your followers feel the need to take that action, and keep connecting with them in even more meaningful ways. It can pay off (literally).