You know that social media is valuable as part of your content marketing strategy. You know that certain social platforms engage your audience better than others. We’re going to guess that Facebook is one of your primary targets for social sharing because recent numbers suggest that Facebook should be part of any social media strategy. Why?
That’s all well and good, but how do you know that Facebook is working for you?
First, you measure engagement.
Then, you find ways to increase engagement.
Really, you do these things at the same time.
Why is Measuring Engagement Important?
Engagement tells you many things about your content. It tells you about:
How do you best measure engagement of Facebook users with your content?
It’s important to remind ourselves what options people have for interacting with our content:
A lot of us tend to emphasize ‘likes’ because they are easy to measure (and it shows right on our post), but they aren’t the best measure of engagement because they don’t require that much attention from readers and aren’t an accurate depiction of how deeply our readers are engaging. Sure, ‘likes’ are important, particularly when measured with other activities. But let’s look at a quick checklist for truly measuring engagement:
Was there a drop in the number of your posts over the last month? If so, increase your posts again.
Were there posts that received no attention and others that received healthy attention? Abandon the types of posts that don’t get any love and focus on creating more of the kind that do!
Struggling with how to increase engagement?
As you've read in the posts we mentioned earlier and from several success stories, a social media strategy is worth the effort:
Remember that these tactics apply as much to BtoB as BtoC publishers/businesses!
What's not to like?