Why Engagement Matters More

Do you ever see those social media profiles that have a huge following, but when you check out their content, the level of engagement doesn’t compensate for their following?
When you first start off on social media, you’d probably be just as happy getting a lot of page likes and followers.  Focusing too much on the amount of likes and followers you get instead of the level of engagement you receive is one mistake you want to avoid while building a reputable social media presence.
While your competitors are probably focusing on the number of followers and page likes they have, you should be focusing on your content’s engagement.  And while having a high number of likes or followers looks good, that does not necessarily mean your social media marketing strategy is performing well.
Most users like or follow a page because their friends may have liked the page, they were invited to like the profile, or they were interested in the brand when they initially followed.
But if you’re posting content that isn’t attention grabbing, users could still be “liking” your profile, but they unfollowed the page.  Why might this happen?  You aren’t actively engaging with your users, and your content isn’t the most engaging.
The most important thing to understand when it comes to producing content is understanding why the customer is on your profile, and providing content they look forward to.
Here are three types of engagement that matter more than page likes or follows you should be thinking about:
Shares are the most basic types of engagement to receive, but it has the most meaning and impact.  When one of your followers shares your content, it adds more value because your content resonated with them.  And the more shares a post gets, the more exponential reach it has.
Comments are especially valuable because it gives your followers a chance to voice their opinions on your platform.  It also invites other users to join the conversation and provides more opportunities for your engagement level to increase.
When a user privately messages you, this type of engagement allows you to have a more intimate connection.  Even if they are reaching out to you with a complaint, this is an opportunity to create a better customer service experience.

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