Understanding Engagement: Why Engaging on Social is Important

Understanding Engagement Why Social is About Engaging Your Customers

Sept 13, 2012

Twitter Hashtag #ChescoIM

What Engagement Is & Is Not

• Numbers DO NOT Drive Engagement!

• Numbers in social media DO NOT equal engagement!

• Relationships return engagement to you. To your brand.


More detail at http://en.wikipedia.org/wiki/SMART_criteria

Be SMART

http://en.wikipedia.org/wiki/SMART_criteria


Measuring Social

• Status Measurements

– These are non-contextual measurement such as

• Number of followers, friends, retweets, Likes, views, photos shared, comments, etc.

• Engagement & Activism Measurements

– Contextual measurements that speak to how engaged your community is, how will it is to take action, and your influence on the community.

– These lead to intended action!

Status Measurement

Engagement & Activism

Image courtesy of Jeff the Trojan, CC license


Engagement you CAN measure

• Participation – Likes, comments, shares, @mentions, use of widgets

• Degree of Authority – authoritative sites linking to your URLs, talking to your content, org, campaign

• Influence – size of your user base subscribed to your content, #RT per post, traffic to website from social sites

• Sentiment – how do people “feel” about you/your brand, % change

Engagement and activism

measurements are used to gauge

the strength of the community, and its potential

for ROE.


It is possible to measure the level of engagement

Engagement Measurement

Total number who engage in some way with your organization’s social media spaces or within it/total number of people in the same social space 9,750 on Facebook & Twitter combined

1,200 people engage with either site per month

1,200/9,750 = 12% engagement

Activism Measurement

Total number who took action from your social spaces that you ASKED them to take / Total number of people within those spaces. 240 people on FB/Twitter completed a survey on your site 9,750 who follow you on those spaces 240/9,750 = 2.5% are willing to take action for your organization


What Engages People • People are most likely to engage with branded content on social media

that contains pictures (44%), status updates (40%) and videos (37%) – Performics, July 2012

• FRIENDS! One third of respondents are most likely to respond to brand offers when they have been reposted by a friend, while 27% will do so on the brand’s page, 26% will do so from the newsfeed and 20% will do so from a social ad.

• Other factors that contribute to higher engagement:

– Launch Creative Incentives, fun promotions, sweeps, games, etc.

– Post highly sharable content – images work well!

– Build a tight community – one where fans interact with each other, brands need to respond!

– Be a little crazy or quirky (i.e. HUMAN)


Facebook Engagement

• Be transparent! Be clear who you are, be human. People can sniff our honesty – or dishonesty.

• Post Photos – pictures say a thousand words, fun to share

• Use Post targeting (new in FB) – Ex. Gender, age, education, geo

• Understand EdgeRank to succeed! – Affinity

– Weight

– Time Decay


Facebook Megaphone


Tweets with 1 or 2 #hashtags receive 21% higher engagement than those with 3+. Tweets containing less than 100 characters receive 17% higher engagement. – Buddy Media, June 2012

Twitter Engagement

Ask questions! But to get the FULL benefit you should answer their questions, share knowledge, participate. DO NOT just broadcast! Promote others – RT something nice said about you/brand, share their blog, etc.

Tweet content again – Twitter moves fast. Ok to occassional tweet out same/similar message. Connect with people.


Remembering ROE of Social Media Actions


• In any given week, less than 0.5% of Facebook fans engage with the brand they are fans of. – Ehrenberg-Bass

Institute, 5/31/2012

• The average Facebook post only reaches about 17% of its fans.

• When a brand posts on Facebook twice a day, those posts only receive 57% of the likes and 78% of the comments per post that a single post receives – Track Social,

6/18/2012

SHOCKING SOCIAL STATS…

Edgerank Checker: study of 4,000 pages


Great FREE Tools for Marketers

• FactBrowser.com – stats, figures, etc

• IFTTT.com - automation of social networks

• HootSuite.com

• EdgeKick.com – see some cool stats on FB engagement

• What are YOUR favs? (share on LinkedIn

group at http://linkd.in/ChescoLI)


Connect with ChescoIM

• Facebook: Facebook.com/ChescoIM

• LinkedIn Group: http://linkd.in/ChescoLI

• Twitter: @ChescoMarketing

• Meetup: http://bit.ly/ChescoIM


Thank You

Jeff Tincher Social Media Consultant Twitter: @JeffTincher LinkedIn: http://bit.ly/TinchLI

http://bit.ly/TinchLI

Understanding Engagement: Why Engaging on Social is Important

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