If you’ve ever labored over an amazing video for LinkedIn, but no one liked or commented on it… it hurts. When social media users don’t engage with your content in the way you expect, it makes you feel like the kid in gym class who gets picked last for kickball.
Unlike gym class, though, social media has metrics to help you improve your content. And if you’ve already built brand awareness through your excellent social media plan, the next metric to focus on is engagement to help you understand how audiences are responding to your content. You can learn who’s liking your posts, why certain people are responding, and how long they spend on your social pages.
This info helps you shape your content to meet the content needs of your target audiences. So if you’re feeling about your lack of clicks, use these six simple social engagement metrics that work.
1. Granular Engagement Metrics
Granular engagement metrics show how many people interact with a post on social media. This includes:
- Reposts (or Retweets, if you’re on Twitter)
While these small metrics shouldn’t be the sole focus of your marketing strategy, looking at the granular pieces of engagement on a post can tell you what type of content your audience likes.
Any one of these metrics can help you see if a post was successful or not, but it does depend on the intention of the post. If you posted a funny joke on Twitter in hopes that people would retweet it and you receive a bunch of retweets, then the post did its job. However, if you just received a bunch of comments on why the joke wasn’t funny…then you need to change your marketing strategy.
2. Engagement Rate
The overall engagement rate combines the information from granular engagement metrics into one.
To calculate the engagement rate for a post, you need to add up the total number of engagements (likes, comments, shares, etc.) and divide that by the impressions or reach. Let’s quickly define these terms:
- Impressions are the number of times a post appears on a user’s timeline
- Reach refers to the potential number of viewers of a post
If you want to know if your content was enjoyable or useful, the engagement rate indicates if your post was a success with your audience or if they passed it over for more appealing content.
Every social media platform measures engagement a little bit differently, and it’s important to remember this when evaluating your engagement rate. Twitter focuses on comments, likes, and Retweets, while LinkedIn and Facebook use comments, shares, click-throughs, and reactions.
3. Click-Through Rate
An engagement metric that’s particularly important to both LinkedIn and Facebook, the click-through rate shows how many people are looking at a post versus clicking on it.
To measure a post’s click-through rate, you divide the number of clicks on a link or post by the number of impressions.
While this is a helpful metric, it can be easy to get gimmicky with your content if you’re only focusing on click-through rates. You don’t want to write something salesy just to get someone to click, because then you’ll suffer a high bounce rate.
4. Bounce Rate
The nemesis of the click-through rate, a bounce rate measures people who visit your social page but then do nothing once they get there. So maybe your funny tweet caught their eye, but after they saw your full Twitter page, they weren’t interested in your company.
To calculate your bounce rate, you divide the total number of single-page sessions on your social page by the total number of page sessions.
When someone discovers one of your social media posts, you want them to explore your page further and even click on your website to learn more about your brand. If your bounce rate is high and people aren’t staying on your page or navigating to your site, you should figure out ways to better help your customers in your posts to peak their interest.
One easy way to improve bounce rate is to include visual elements in your social media strategy. This helps engage visitors and makes them more likely to watch your other content.
5. Customer Response Rate
If you want to make sure you’re interacting enough with potential customers that are replying to your posts and asking you questions on social media, study your customer response rate.
To figure out your customer response rate, you take the number of responses you give to social media users and divide that by the number of people who have engaged with your company.
Your customer response rate needs to be high to encourage further engagement with your company. Responding to customers on social media makes your audience feel heard and solidifies their relationship with your brand, making them more likely to recommend you to their friends and family.
6. Audience Insights
While this isn’t a direct engagement metric, audience insights help you better understand who you’re attracting with each post. If your audience insights don’t match your target audience, you may need to reconsider who your product is actually for. Or you need to change your content strategy to better match your target audience so that they’re more likely to engage with your product and posts.
When you look at your metrics on Facebook or LinkedIn, the audience insights they will show you include:
- Marital status
- Education level
- Household size
Maximize your Metrics with Clearview Social
When you want to maximize your brand’s engagement on social media, one of the best method is through employee advocacy. With Clearview Social’s easy-to-use employee advocacy software, your employees can share pre-approved social content straight from their email to their personal social pages with one click.
Clearview breaks down data for you with our robust analytics. You don’t have to worry about trying to calculate engagement rates on your own, because Clearview provides easy-to-understand analytics that show what type of content works best for you.
If you need to increase your invisibility online, Get A Free Demo with Clearview Social so we can take your social media engagement to the next level.