Social media engagement is an important part of any social media marketing campaign and should be monitored very closely.
Your social media engagement rate is simply the percentage of people who have seen your content and interact by either leaving a comment, liking the post or sharing it. Not only is it critical to have high engagement rates for social proof, it is also important as the more engaged prospects and customers are with your content, the more likely they are to spread the word about you.
In fact, social media marketing with low engagement could potentially be a waste of time.
The main 5 reasons why you might be experiencing low social engagement rates are:
- Not using the right social media networks.
Each social media platform is different, and attracts a different type of audience. For example, Pinterest tends to attract a larger female audience interested in arts and crafts whereas LinkedIn tends to attract mainly professionals. Therefore, joining the right social network for your business will make it easier to connect with your ideal audience, and therefore will increase your chances of experiencing higher social engagement.
- Not including calls to actions
Content which include calls to actions such as “retweet if you love chocolate” tend to attract more social engagement. In fact, according to a marketingprofs.com, posts that include the word “share” garner nearly two times as much engagement on average compared with those that don’t.
- You’re over promoting
When advertising your products or services on social networks, it is not only important to make sure your marketing is “conversational”, it is equally important to make sure it doesn’t represent the majority of your content. The 80/20 rule can easily be applied when putting together a social media engagement strategy, where 20% represents your advertising-driven content and 80% represents your value-adding content.
- Your posts are not varied
When putting together a content plan, making sure there is a healthy balance between different types of posts is critical. Once content is varied between news, offers, humour, education, quotes, etc… it becomes much easier to gauge which ones trigger more social media engagement.
- You’re not tracking
The ability to track and analyse social media metrics is a skill that is absolutely critical when wanting to increase social media engagement. By closely monitoring results when publishing content on social networks, it becomes easier to craft posts according to what your audience is most likely to respond to, and therefore, increase social engagement.
Remember, although social media success is usually measured according to a business’s audience size, real success is measured by how engaged an audience is.
To find out more about how to increase social media engagement, put together a successful social media engagement strategy and discover more social media tips, make sure to watch the video above.
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