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Awareness vs Engagement metrics on social media

An introduction to the social media metrics you can use to monitor and measure brand awareness and follower engagement.


Social media metrics are important to measure as they allow you to understand the success of your campaign. Depending on your digital marketing strategy and campaign objectives, the social media metrics you measure will differ.


Awareness: Impressions and Reach


Generating awareness of a brand, products or services is commonly a top priority for most businesses and often the first type of metric used to benchmark the success of social media marketing. All social media platforms measure impressions and reach to show how aware people are of your profile and brand. Impressions show the number of times a post shows up in someone’s timeline whilst reach shows the amount of unique visitors that saw your post. Results for the number of impressions and reach can be organically generated or paid for and boosted to reach a specific target audience.


If your posts are not reaching as many people as you like and want to disseminate your content to be viewed more times, you might want to consider putting some money behind certain posts and setting it to target people that fall under your desired demographics. Another great way you can increase both impressions and reach is to tag or mention major industry influencers in your posts. Tagging them in your posts can mean your content gets shared to their profile which could be viewed by hundreds or thousands of people for free! Hashtags on platforms like Twitter and Instagram are also great to use in the captions of your posts, so that anyone searching for your selected keywords has a better chance of seeing your profile.


Engagement: Likes, Comments, Shares and Clicks


We often describe engagement metrics as those that show how and how often users interact with your profile or posts. Engagement rates indicate how responsive your followers are and how interested they are in the content you share with them. Each social platform has different metrics but the most common are likes, comments, link clicks, shares, follows, mentions, replies and retweets. These metrics are great to measure the success of posts relating to specific campaigns that include call to actions, encouraging the follower to take further action like visiting a website page to purchase a product.


Engagement rate is calculated as the total number of interactions your content receives, divided by your total number of followers and multiplied by 100%.


If your objective is to increase engagement and you are getting low engagement rates, you might want to revise the post caption or call to action, making it clear to followers what it is you want them to do when they see your post. Alternatively, you could try experimenting with different media formats and visual content like videos to gain the attention of your followers and interest them into taking action.


Remember that growing brand awareness online can take time and requires patience! Connecting with your audience can be tricky and creating content that is easy for your customer base to understand and engage with can be hard. Try to humanise your brand and switch up content to increase engagement and interest. Social media marketing is often about trial and error, so don’t be put off if a specific post doesn’t work as well as you expected. Explore what your competitors are doing and research new content ideas that you feel your followers might enjoy and engage with.


If you would like to find out more about social media marketing and the importance of data analytics and what strategies could support you to achieve your objectives, get in touch with a member of the team on info@mark-smart.co.uk or call us on 07712 342198.