{"id":24727,"date":"2017-01-19T13:15:00","date_gmt":"2017-01-19T12:15:00","guid":{"rendered":"https:\/\/www.sotrender.com\/blog\/?p=24727\/"},"modified":"2024-04-16T14:39:54","modified_gmt":"2024-04-16T12:39:54","slug":"social-media-engagement","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2017\/01\/social-media-engagement\/","title":{"rendered":"Measuring Engagement in Social Media"},"content":{"rendered":"

One of the most important questions in social media marketing is \u201cHow do I measure social media engagement effectively?\u201d Every social platform has its own way of showing how engaged users are according to your activities. But that\u2019s not all you need to know.<\/p>\n

So in this article, we\u2019ll show you how you can measure your engagement effectively with Sotrender<\/a> and why we decided to implement our own unique measures.<\/p>\n

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\/ text updated in May 2020\/\u00a0<\/em><\/p>\n

Why is it so important to engage in social media?<\/h2>\n

Social media totally changed the way brands communicate with their customers. Brand monologues turned into a mutual dialogue with customers. Each social media channel has different ways of engaging their audiences, which is one of the core goals of all social media activity. Simply put, engagement shows whether a brand succeeds in getting a reaction from their audience, helping to spread viral content<\/strong>.<\/p>\n

Open Forum<\/a><\/span>\u00a0confirms just how important engagement is. Their data indicates that every user engaged by activities on a Facebook Page enables that Page to reach 30 new potential fans. By building fan engagement, brands will provoke an emotional reaction with the potential to benefit the brand itself. These benefits are plenty, including product promotion and brand recognition.<\/p>\n

How do I measure engagement?<\/h2>\n

Engagement in social media refers to any time a user reacts to content. And there are tons of possibilities when it comes to engaging users<\/a>, especially between platforms. But there are some unifying activities between them – liking, sharing, and commenting. Keep in mind that what they’re called differs across platforms. Different reactions demand different amounts of effort. The bigger the effort, the more engaging the activity.<\/p>\n

However, your indicator of good engagement should not be just a sum of the different activities. That will give you a skewed representation of your level of success. That\u2019s why we created the Interactivity Index for Facebook and the Activity Index for other social media platforms – Twitter, and Instagram. And that\u2019s not all: \u00a0if you want to compare two profiles of differing sizes, just look at their Relative Activity Index.<\/p>\n

Measure social media engagement with Sotrender!<\/h2>\n

Like I said above, people are more likely to only \u2018like\u2019<\/span>\u00a0posts rather than engage in discussions with the brand or share a brand\u2019s content. This means that each action has a different weight to it, and should be measured accordingly. Here’s what engagement typically looks like on a Facebook post. As you can see, the majority of the activity is taken up by likes, with shares and comments taking up less than 10% of the activity.<\/p>\n

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So how do we adjust this in Sotrender? In order to accurately summarize all activities that occur on Facebook, we established the following weights for user activities:<\/p>\n