Use Engagement Rates To Measure Your Success, Not Audience Numbers

Jul 20

How to get engaging fansRecently Napkin Labs did a survey on Facebook likes and revealed that only a small portion of a brand’s Facebook fans are actually active on the brand’s timeline. The study concluded that interactions such as likes, shares and comments have a far greater impact on the metrics that lead directly to conversions.

How do you get higher engagement rates?

Focus on messaging that builds trust and generates interactions amongst your most loyal supporters. These brand advocates not only become reliable conversions, their interactions provide you with free viral advertising across social sites.

How do you get more loyal supporters/fans?

Getting fans to like your page is difficult enough and getting your current fans to become your loyal supporters may seem like an insurmountable challenge.  In order to learn how to better engage with your fans become a loyal fan yourself.

For a couple of weeks become a fan of your favorite companies via social networks and start engaging with them.  You will see firsthand how these companies engage with their supporters. This will give you a better understanding of the value of not only acknowledging fans, but also posting better content.

For instance, you will learn that some companies will go out of their way to create quality interactions with their followers. Conversely you will also see how many companies ignore multiple communication attempts – 95% of comments posted on Facebook business pages are left unacknowledged.

Conclusion

Social media is yet another life situation where the golden rule applies – treat others as you would want to be treated. Don’t be fooled by a page’s popularity by the number of likes it has. Likes can be bought.

Refrain from non-stop promotional posting. This approach actually damages a brand’s marketing initiatives, as followers are demanding more from companies through honest and direct interactions.

After all, relationships are a two-way street and consumers expect responses – a simple like will suffice.  And focus on balancing promotions with interactions that can help increase engagement rates.

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