Among the metrics he highlights in particular are Reach and Engagement.
Your company’s post reach indicates how many people have actually seen something you’ve posted.
It’s valuable because it helps you make decisions about where to put your social media budget.
If your reach is low, is it worth it to sink money behind a paid ad?
If it’s high, can you replicate what you did to repeat the success?
Engagement is another deep metric to pay attention to. It can be measured by a few different behaviors on the part of your followers:
These elements indicate a much deeper level of exposure to your brand than a mere follow.
Facebook reactions, while still not extensive engagement, indicate a deeper interaction than a Facebook “like”. Because reactions require a user to consider how they feel about a piece of content, getting a “love” or “sad” reaction can help you gauge how your audience is truly reacting to what you post.
Comments, even negative ones, indicate that your brand is being noticed and that your content is inspiring strong feelings.
Shares are another kingpin of engagement indicators. Not only is a follower enjoying your content, they’re sharing with their social circle, giving you free exposure to new potential customers.
Increasing these elements of engagement isn’t easy (or free).
Getting your shares, reactions, and comments up can require ad boosting, switching up your content types, or taking a close look at your posts’ segmentation.
Putting your money and your time towards these endeavors can help you get the engagement that matters and drive the metrics that mean something.