What is social media engagement?
Social media engagement is basically any type of action people take once they are exposed to your content (be it on Twitter, Facebook, etc.) and the way they interact with it. This means that engagement is not necessarily one type of interaction but instead, it is based on different actions (for example, clicks, shares or comments) and levels of interaction depending on the effort required on behalf of the audience and the impact of the action on your brand and marketing.
Engagement can be divided into three main groups of actions: affirmation, conversation and reach. Each of these categories represent different levels of interaction.
incorporates are actions like likes, favorites and plus ones that can be considered a simple, low level of engagement in the sense that they require a small effort on the part of your audience, but also have a relatively small impact on your brand. These actions indicate that your post was appreciated and well received by your audience but it didn’t necessarily trigger a deeper or more meaningful action such as a click, a share or a comment.
refers to types of actions such as mentions and comments and in a way are a medium level of engagement in a sense that these actions require a relative effort on behalf of your audience and could potentially have a medium to large impact on your brand given that they could trigger discussions which you can be part of.
describes actions like shares and retweets. This is the highest level of engagement, even though a retweet or a share do not necessarily require much effort as they’re just a matter of a click, they are meaningful as social actions. People see sharing content on social media as a way to appear useful to others and at the same time they feel that sharing certain content helps them define their personality and profile, online. In fact, 70% of people share content on social media so that they can bring attention to issues they care about and stay in touch.
Therefore, retweets and shares in a way define the people who perform these actions and share your content with their audience in a away that communicates the fact they indirectly endorse it or in a certain sense align with it. With that being said, the impact of amplification can be significant to your brand as it contributes to brand awareness and boosts your visibility allowing you to extend your reach to new audiences.
Engagement is the entry point for your potential customers
It all begins with brand awareness and social media can be a great tool for creating awareness around your brand as well as generating traffic and referrals. When social interactions are high, visits to the corresponding websites tend to go up as well. It appears that when social media users are most engaged with a brand, they are also more likely to visit the brand’s site.
Number crunching can be a bore, but Twitter does most of the hard work for you and you can get beautifully rendered statistics from their own dedicated website- click below.
You can use this information to decide when it is the best time for you to tweet. For example, checking my Twitter interactions for last week, I see that I scored high engagement last Wednesday which probably means that Wednesdays at 5 pm is a good time for me to post content on Twitter and boost my engagement rate.
As your brand evolves so will your marketing and social media goals and therefore the way you engage with potential customers will change. What is important to keep in mind is that you need to engage with Social Media users and measure the effects that your interactions have. Social Media is going to become an increasing force in driving traffic and business to your website. A failure to engage positively in this will have a long term and negative effects upon your business. Pucker up and get tweeting!