Engagement is the number area that you should be regarded on your social media. It is the instigator for growth in all of the other social media KPIs.

Having a large reach with little engagement is a critical sign because it points out that your marketing message or content is not powerful enough to resonate to your audience. Reaching millions of people only means nothing if they aren’t interested in what you have to say and offer.

On the contrary, no matter how small your audience is but as long as they engaged, you will be able to grow and generate more leads for your business.

The actual KPIs for engagement that you can measure will vary on different social media platforms, but normally include the following:

LIKES

When you receive likes it only means that people notice your posts which can lead to popularity. When content is getting many likes, it sends a signal to social media algorithms that popular contents are given highlight, especially in search results.

SHARES

People tend to like just any content they see as long as they ‘like’ but the moment they hit ‘share’ the game changes. People share content they relate to, something that would give them value.

Therefore when you get many shares of your contents, it only goes to show that you are giving a valuable message out there which people find worthy and relatable.

CLICKS

Call to actions are very important when creating contents and people are meant to respond or act on it. Now when you get people to actually act on your CTA that only means your post is compelling enough. On the other hand, if you get little or no responses that indicate that your content isn’t interesting enough and your call to action isn’t powerful enough.

Furthermore, high overall engagement with a little number of clicks means that you need to improve on how you do your pitch by experimenting on different headlines or visuals.

ACTIVE FOLLOWERS

If someone has interacted with any of your content within 30 days, they are considered ‘ACTIVE’.

Having little followers but all active is way better than a million followers but all robots. Maintaining and monitoring your active followers are very important because they are the drivers of your overall engagement and growth.

TAGS or MENTIONS

Tags or mentions means that people are having a discussion about your brand. It is your way of knowing if you have really extended your reach. Thus, getting more mentions or tags will also help you boost your brand awareness.