Social media engagement is more than just mere numbers. While the numbers are important to gauge the success of your social media efforts, those numbers mean something.
What makes social media unique compared to more traditional forms of marketing is that you can interact with your customers or potential customers. A TV commercial or a print ad do not allow you to do that. Think about that for a moment. Social media allows you to talk to your customers and potential customers, directly to them. You can find out what is important to them and build a relationship with them. You can find out what they want or need and then deliver it to them. It helps you build a better and stronger business as a result. You can be of better service to them.
As a small business owner, you want to post content that your audience finds interesting, relatable and compelling. When they interact you now know what is important to them. If you are not getting engagement, then you are not posting what interests them the most.
Engagement is the foundation from which your marketing strategy is built upon. You may think a comment or a like is not worth much but if you have your audience engaging with you, interacting with you, then they or others are more likely to buy from you when they are ready to make a purchase.
As an example, on your business page, you have current customers interacting with your content at a moderate or high level. Now a potential customer comes to your page to check you out and they see and read the comments, see the reactions, shares and now can use that information to determine that they may want to buy from you.
There are a lot of intangibles when it comes to social media marketing. For some businesses tracking the ROI can be difficult especially when they are looking for direct and immediate results. Engagement is a guide to help you determine the effectiveness of your campaigns.
While social media engagement should not be the only metrics you measure, it is certainly one that you should not dismiss as you can gleam much information by practicing social listening.