Social Media Engagement: The Complete Guide

Social Media Engagement: The Complete Guide

Red hearts, blue thumbs, green clapping hands. All signs of people liking — and engaging — with your

Red hearts, blue thumbs, green clapping hands. All signs of people liking — and engaging — with your content on social media.

What’s the point of posting on social without people enjoying your posts, right? To be honest, all of us crave more likes, comments, and mentions.

There’s no shame in wanting to increase your social media engagement. After all, engagement is a valid and highly reliable metric of your social media performance. It’s basically why we want to be active on social.

So, buckle up as we’re going to give you a social media engagement definition, explain how to measure it like a boss, and provide you with some tools to help you increase it.

Are you ready?

What is Social Media Engagement?

Social media engagement is the generic metric that measures all actions that your audience does to interact with your content and accounts on social media. 

Due to the abundance of different social networks today, these actions can vary depending on the channel you’re on. For example, most social media, like Instagram, TikTok, and Twitter have likes, comments, etc. But some others, like LinkedIn, offer custom buttons, like “Visit Website” and more.

However, we’ve gathered below some basic social media engagement examples.

Types of social media engagement

  • Likes (including the variety of post interactions on LinkedIn)
  • Comments
  • Shares (including reposts and retweets)
  • Brand mentions (tagged or untagged)
  • Direct messages
  • User-generated content

Why is Social Media Engagement Important?

Social media engagement is the most trustworthy KPI for measuring your social media success. It indicates how well your content, brand voice, and offering appeal to your target audience.

Of course, impressions and views are essential as well. Nonetheless, building an engaged community can bring better results to your brand.

That’s because we can’t engage with everything we see on our feed. At the end of the day, we don’t relate with or simply don’t care about all posts on our social channels.

Let’s analyze some key areas where your social media engagement rate plays a huge role.

Increased brand awareness

Social engagement can help you a great deal in increasing your social media reach, and thus your brand awareness.

As more and more people are interacting with your brand’s accounts and content on social, the algorithms will identify your posts as compelling and engaging. Soon, the algorithms will start promoting your content organically. So, your brand will gain more visibility.

Social media engagement affects impressions and social reach directly. Basically, that’s the point of going viral.

Improved customer satisfaction and retention

Engagement on social media, particularly comments and brand mentions, can be good indicators of your existing customers’ satisfaction with your products or services.

For example, if they comment positively on your social media posts or share your content willingly, you know that’s a good sign.

On the other hand, the comment section of your posts is a great channel for receiving feedback and suggestions from your clients.

In fact, it can be ideal for dealing with negative reviews quickly and showing that you truly care about your customers. That can lead to higher customer retention.

Higher conversion rates and sales

Social media interactions can work miracles not only for your marketing goals but also for your sales.

High engagement rates can be seen as social proof by your prospects. Thus, your brand’s social media presence can vouch for your business and help prospects trust you easily.

When a brand is popular on social media, it looks reliable. Simply put, it’s easier to purchase from a brand that many people like on social, than a brand that is more obscure.

Enhanced reputation

Good social media engagement, such as hundreds of likes, positive comments, and user-generated content translates to a good brand reputation.

As you receive more and more interactions from your audience, you can understand what’s working better for them and enhance your reputation and brand image even more.

Also, with social media monitoring tools, you can catch immediately any negative social media mentions of your brand and address them to prevent a reputation crisis from happening.

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Increased website traffic

Last but not least, your website traffic is closely tied to your social media engagement. It’s like the next step after what we already said about brand awareness.

Think about this: More people liking your posts results in more people seeing your posts, which means more people getting to know your brand and finally more people wanting to know more about it.

We can’t think of a better place for potential customers to learn about your brand than your official website.

Pro Tip: Don’t forget to include your website’s link to ALL your social media profiles. That will boost your referral traffic metric greatly!

Well, these were the 5 key areas where social engagement can help your business flourish. And that’s why this metric seems so crucial for a business. But we can’t say that high engagement rates can be easily accomplished.

Keep reading to find great tools you can leverage to increase your social media engagement.

Social Media Engagement Tools

1- Video Editing Tools

Here are our top picks of popular online video editors you can use for free.

  • Video editor for up to 15-minute videos with watermark (free version), thumbnail maker, and huge stock library with templates and other design assets.
  • Adobe Spark: All-in-one photo and video editor with unique templates, assets, and royalty-free photos, available on the web and mobile as well.
  • Animoto: Drag ‘n’ drop video maker, easy-to-use, and ideal for small businesses and marketing agencies.

2- Photo Editing Tools

You don’t have to be a Photoshop genius to do some image editing. Choose one of the following free online tools and you’ll do just fine.

  • Canva: All-time classic photo editor with a straightforward interface and lots of options to get creative.
  • BeFunky: Truly easy photo editing tool that gives you access to a library of 100+ digital effects.
  • Pixlr: Reliable photo editor with many useful features to improve your images.

3- Influencer Finder Tools

Identify the right influencers for your brand with these top-tier online tools:

  • Upfluence: Great for influencer research and discovery with a massive database of profiles. It offers also a free Chrome plugin to analyze an influencer’s profile straight from your browser.
  • Modash: Offers helpful discovery features to find influencers with 1K+ followers on Instagram, YouTube, and TikTok.
  • Mentionlytics: Its Top Mentioners feature tracks accurately all influencers creating content for specific keywords of your interest on every social media platform.

4- Scheduling Tools

You can save a lot of time by choosing one of the following social media publishing tools:

  • Hootsuite: Leading social media tool with more than 200K users worldwide. Efficient with scheduling posts and managing all your social accounts via one tool. You can get access to the scheduling tool of Hootsuite with your Mentionlytics subscription.
  • Buffer: Beloved scheduling tool for effective social media management, with a dedicated community. Offers useful Chrome and WordPress integrations and a mobile app.
  • Later: Popular social media scheduling tool with best-time-to-post recommendations and other great features to keep your social fresh and your audience engaged.

5- Analytics Tools

How could you know that you’re doing great in increasing your social media engagement metrics without facts and figures? Pick a reliable tool from the following and go.

  • Mentionlytics: Tracks and collects all your social mentions and analyzes them to provide sentiment analysis, Share of Voice, audience demographics, and other key insights. Plus, its AI-powered Social Intelligence Advisor gives you specific, actionable tips on how to improve your social media performance, based on your data!

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  • Sprout Social: Famous all-in-one social media tool with reliable analytics and helpful features for tracking your performance.
  • Cyfe: Not one of the usual social analytics tools, offering customizable business dashboards with all your social media data to monitor your performance and keep everything in one place.

Speaking of analytics and metrics, we should dive a bit deeper into how to measure social media engagement and what metrics to track. We elaborate on this below.

How to Measure Social Media Engagement Rate?

It’s true that social media engagement is controversial when it comes to measuring it. That’s due to the variety of metrics that exist. Total interactions, brand mentions, or even follower growth can be considered social media engagement metrics.

However, we believe that the most reliable and multipurpose KPI for it is the engagement rate by reach (ERR). It calculates the percentage of users who interact with your posts after seeing them.

Think about it: Most of your posts don’t appear in the feeds of all your followers. So, you should take into account only the users who have seen your post to get valid results, not your total followers.

Furthermore, each social network runs different algorithms when it comes to posts’ reach. For example, you know that it’s easier to achieve higher organic reach on LinkedIn, rather than on Facebook.

So, how you can measure your engagement rate by reach? It’s very simple.

You divide your total number of interactions per post by your reach per post, and then you multiply the result by 100.

Social Media Engagement Metrics_ERR Infographic

Example: (10 likes + 10 comments + 5 reposts + 3 clicks) / 200 * 100 = 14%

Note: You can determine which are the most reliable social media interactions you take into account when calculating your total interactions. 

Furthermore, if you want to calculate an average engagement rate, let’s say for a campaign you run recently, you can add up all the ERRs of all the posts of this campaign, and divide by the number of posts.

Social Media Engagement Metrics_Average ERR Infographic

Example: 1st Post’s ERR: (1.2%) + 2nd Post’s ERR  (5%) + 3rd Post’s ERR (2.1%) / 3 = 2.76%

What is a Good Social Media Engagement Rate?

Let’s get this straight: there’s no universally good engagement rate for all social media. Each platform works with different algorithms, promoting posts based on various factors. So, we should consider the unique nature of each social medium to find out which are the best social engagement rates.

With a quick search, you’ll find out that even for each social medium, there are contradictory opinions on a good engagement rate. For instance, some say that on LinkedIn a good engagement rate is 2%, while other sources say 6%.

Our advice: You can get an idea if your social media engagement rate is good by comparing it with the actual average engagement rate per post for each network. For that, take a look below.

Social Media Engagement per Channel Chart

Source: Statista

So, that’s basically how you can measure your social engagement and understand if you’re doing a good job with your social content.

To Wrap Up

Last, we want you to remember that increasing your social media engagement takes time. Be consistent with posting, focused on high-quality, relevant content, and patient. The results will reward you.

You can use tools like Mentionlytics to make this process faster. Sign up for a free trial and enjoy two weeks of premium Mentionlytics.

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You’ve got this!

Maira Volitaki

About Maira Volitaki

Just a content manager here who loves researching and writing about all things marketing. But when off-duty, you’ll find me lost in a mystery book or binge-watching TV shows... or petting the nearest dog! 🐶 Feel free to drop me a line on LinkedIn.