We must first examine the “whys” and “whats” of social media involvement before moving on to the “hows.” It’s an ever-changing indicator that may be tracked using a variety of KPIs.
Social Media engagement metrics include:
- Likes/ Reactions (Facebook, Instagram , Linkedin, Twitter)
- Comments (Facebook, Instagram , Linkedin, Twitter)
- Follows (Facebook, Instagram , Linkedin, Twitter)
- Shares ((Facebook, Instagram , Linkedin)
- Saves (Instagram)
- Mentions (Facebook, Instagram , Linkedin, Twitter)
- DMs (Facebook, Instagram , Linkedin, Twitter)
- Retweets (Twitter)
- Clicks (Facebook, Instagram , Linkedin, Twitter)
The good news is that most of these metrics can be tracked using currently available social media management platforms. The bad news is that you must decide which of these measures will be considered a success for your company.
What is the significance of social media engagement?
One of the most reliable ways to determine if your brand is popular and to get a sense of how people feel about your product is to engage with it on social media. Engaging on social media can also help your business grow organically, reach new markets, and reach a larger audience in existing areas.
When done right, social media interaction may aid in the development of your content strategy, overall marketing plan, and even support your larger business goals and innovation teams. So, let’s take a look at three techniques to get people talking about your company.
Your content is important to you.
Make sure your material is beneficial to your readers, regardless of the format. This necessitates a significant amount of preparation. Make sure to look into your current follower base or do some study on the types of people you wish to attract.
Make sure you’re developing content that answers the needs of the personas you want to appeal to once you have a clear picture of who you want to appeal to.
Images, movies, graphics, interactive quizzes, social media contests, blogs, and so on can all be used as content. The optimal content approach, in my experience, is a combination of all of the above. What you need to think about is the topical aspect of your content, not the sort of content.
For example, if your company provides human resources software as a service, such as Bamboo HR, posting e-commerce content is unlikely to be relevant to your customer personas.
Instead, publish fun tests on how to hire the best candidate, inspirational pieces that get people talking, or blog posts like 5 Ways to Improve Company Culture.
Find a hashtag to use.
The hashtag game is no longer as popular as it once was. Hashtag strings are no longer functional. Yes, they may provide you with a little more bot activity in the form of likes or even spammy comments. Instagram, on the other hand, is doing an excellent job of weeding out the bots, and those hashtag strings are now just as spammy as the bots that created them.
Even if we don’t hashtag as much as we used to, that doesn’t mean we shouldn’t. Hashtags can help you increase engagement and, more crucially, track it.
How to use a hashtag to increase engagement
Hashtags are used by both brands and people. You’ll need to encourage others to use a hashtag if you want to develop discourse around it. It’s pointless to add a hashtag to the end of a tweet unless you explain why it’s there in the first place.
Every time you interact with your community, mention the hashtag. Include this information in your bios, regular social media postings, and even your email marketing campaigns.
By providing consumers with a hashtag to engage with, you’re providing them with a platform to find the material they’re interested in while also providing your company with a method to track participation.
How to use a hashtag to track engagement
A hashtag is similar to assigning the same tracking device to a tweet or a post. You can track the engagement around all of the content you send out on social media that’s focused on that particular campaign or product by focusing on a campaign hashtag or a product hashtag.
Rather than using your social media management platform’s normal reporting, you can break down your engagement report into hashtags to get a better picture of the levels of interaction for your specific efforts.
How to use a hashtag to track engagement
It doesn’t have to be a product of yours! We can’t expect people to be enthralled with your product, no matter how good it is. Sure, your product may or may not be valuable to someone, but that doesn’t mean they want to discuss it on the internet.
What you need to find is a cause that people care about and that aligns with your brand’s values, goal, and vision.
Take some time to think about your target audience and their mutual interests. Find a topic that resonates with you, whether you’re writing for your company or your own brand. Dumig has done an excellent job of linking the ASICS motto with his own LinkedIn demographic.
Today, brands are emphasising sustainability as a cause that people care about. It’s a no-brainer win, and no one will call you out on it. We’re all aware of the work required to undo the damage we’ve caused to the earth.
Bringing things to a close
I hope you found this post helpful and gained some insight into how you might use social media to build conversation and interaction about your own company.
Remember that while engagement is wonderful, you can’t have it all. Determine which KPIs are most essential to you and plan appropriately.
