Why Social Media Engagement is Important
If you have a social media strategy for your business, and you think you’re doing well considering the amount of page likes you have, it may be time to reevaluate your strategy. Social media is no longer focused on the number of likes a page has, but the amount of engagement a page has with its followers.
Why engagement is important
If you have an average of 20,000 Facebook page likes, but your average post only garners two to three likes, a couple comments and one share, you may not be doing as well as you think. Chances are your Facebook page fans have liked your page, and rarely check back in, because your content isn’t pulling them in or engaging them. 20,000 Facebook fans doesn’t mean anything if they aren’t engaged with your brand.
The number of followers you have on a social media platform isn’t the ultimate goal, although sometimes the social media marketing world will tell you that it is. The goal of your page is to get more sales to your business.
Social Media strategy on different platforms
Some think that a presence on all social media platforms is necessary, and it is, with one exception. You cannot use the same social media strategy for different social media platforms. If you publish a blog post on your site, turning around and then posting it on your Twitter, Facebook, Instagram, LinkedIn, Pinterest and other pages isn’t an effective social media strategy.
This only works if you consider social media as a platform for the distribution of your site’s content. But as we’ve already established, this doesn’t work. You should be focusing on pulling in sale and engagement with your pages, not simply a like or two. There is no overarching strategy that works on all social platforms.
Using different strategies is important because different platforms pull in different demographics. For example, 71 percent of adult internet users use Facebook, while Instagram features a much younger age range. Posting the same content is a no-no, but you can post about the same topic in different ways. Market the ideas differently, and appropriately for the social media platform. You need to know who your customers are, and market to them on their respective platforms.
New features are constantly being added to platforms, as demographics are changing. Facebook was initially used as a way to connect on-campus college friends. Now it has more than 1.6 billion users, and is used for a wide variety of purposes.
Keep your customers in mind, market to them. Don’t use the same strategy on different platforms. Use your platforms for sales, and not likes. Engagement numbers mean much more than a number of likes that a page has.