Likes, shares, comments, and now hearts. Engagement is an important social media metric, but is it all you should be watching?
Social media engagement reminds me of the Skinner Box. Except instead of pushing the lever myself and getting the reward, I’m relying on users’ affirmations to give me that weird, endorphin-like high. Engagement means my content resonated, it entertained, and it effectively solicited the kind of reaction I wanted.
But while engagement is certainly a valuable social media metric – and one of the most commonly measured – it isn’t the only one. And in some cases, it isn’t the most important one either.
Engagement vs. Other Social Media Metrics
Let’s say your company is brand-new or just about to launch. You have very different needs on social media than a business with huge market presence. You must make yourself known (brand awareness), whereas the other business may be more focused on increasing sales.
Because you have different goals, your organization must measure your performance differently, too.
Your goal needs to correspond to a specific social media metric that tells you how well you’re doing – or not doing.
For a campaign focused on brand awareness, engagement is certainly an important metric. The goal is to get in front of as many social media users as possible, and to increase likes, shares, etc. in order to gain even more exposure. The more users who engage with your brand, the better for building your brand.
But for the company that is building a sales campaign, measuring conversions is a better fit. The business needs to see which social content is getting users to click and then buy the product or service. The goal is to sell more, so the business must be able to see whether or not their social media is aiding this initiative.
Some campaigns may even combine metrics. But that’s a whole other post. For now, just know that while engagement is a very good social metric, it may not be the most effective one to help you reach the goals that are important right now.