The most favored word by social media strategists, engagement, is a big word with little meaning by itself. A useful social media engagement definition is still a rare encounter. Engagement, as engaged to be married, is a bit more clear – it’s a commitment to tie the knot. But let’s be realistic. Our social media friends’ engagement is of a different nature, especially since we don’t “put a ring on it”.
A. Simple social media engagement definition – this is what I typically use:
# of comments, likes, reshares and clicks per post
__________________________________________________ = ENGAGEMENT
# of fans (or followers)
In other words, social media engagement is the cumulative effect of your online content in getting your audience’s attention. It is an indicator of interest in you and what you have to offer.
B: Complex social media engagement definition:
I prefer definition A because it takes into account clicks. Clicks are a better measure of engagement than “engagement” itself.
Yes, it should be an important part of your strategy if it is the most needed condition for your audience to take the action you want them to take. Social engagement is not the end in itself, but the precursor to action. You won’t see conversions from your social media work unless you first attract audiences with compelling content. Compelling content triggers interactions and interactions should lead to action.
And here’s why:
Let’s say you are in the process of releasing a new book. You give a sneak preview on Facebook to show what the book would look like. You see a flood of comments (engagement) and people are interested. You then follow up with a link to where they can sign up to be notified when the book is being released.
Engagement is only relevant as long as it leads to action. I don’t mean that the action should be taken today, but any online relationship that doesn’t get activated into a deeper relationship is a lost opportunity.
My challenge to you is to look at your social media engagement activities and add an action step to each of them. Put a ring on it. You will then start seeing the value of engagement.
Thanks to this tips! So true, social media is very much needed in a business. An effective social media engagement means you have readers or followers (i.e., in twitter) who became interested about you/your post and they are also interested to give a reaction or response to it.