Social media marketing is a must-have for all businesses today, but you can’t just set up your profiles and let them go stale. You need to be publishing quality posts regularly and communicating with your audience. But what makes a quality post? How can you hit your goals? How can you even know what your social media goals are? This varies from business to business, but the key to identifying what works for your business is in the data.
Taking the time to analyze your audience’s behavior is essential if you want to expand your reach, increase your engagement, and get more customers from social media. Here’s how to check your engagement on Facebook, Instagram, and Twitter.
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You‘ve worked hard to build your audience, but Facebook penalizes you if the audience does not stay engaged. This means if your audience doesn’t interact with your posts, Facebook gradually reduces the number of times your audience sees your posts in their News Feed. A higher engagement rate typically also means you’re growing your audience quicker.
To check your engagement on Facebook:
The Engagement Rate is the number of comments, shares, clicks, likes expressed as a percentage of the total people a post reached. An engagement rate of above 1% is good, 0.5% to 0.99% is average, and anything below 0.5% needs improvement.
We recommend taking a look at the details for each post to understand how your fans interact with your posts.
Select Likes, Comments, Shares from the drop-down on the right-hand side. Since shares and comments require more from a user than a simple like, they are more heavily weighted and reach more users. This data provides great insights as to what messaging works best for your audience.
If you have an Instagram Business profile, you have access to engagement analytics. Tap your profile icon on the bottom right of your screen to see your profile home. Then tap the graph icon on the upper right. Here you will see three tabs: Activity, Content, and Audience.
If you don’t have an Instagram Business profile (you need one!), you can also do the following to monitor and respond to follower activity with your profile:
As a small business, your Twitter account can be a great tool to promote your business and engage with your customers. But do you know how your engagement stacks up? To see your engagement on Twitter:
Here you’ll see impressions, engagement and the engagement rate for each tweet.
In general, a good engagement rate is between 0.5 and 2.0%. Pay attention to the tweets with the highest engagement rate to understand which messages resonate most with your followers. Also be sure to pay attention to impressions and calculate the % of your audience who saw your tweet. If it’s lower than 30%, you might try tweaking it a bit and tweeting it again.
Keep an eye on your engagement on Facebook, Instagram, and Twitter so you can learn what works best for reaching your audience. Taking the time to analyze this data will save you time and increase the effectiveness of your social media marketing in the long run.