Do Facebook “likes” reflect your brand’s social media marketing success? Not really. If you want to accurately assess your social media marketing efforts, don’t look at the number of likes your Facebook posts, shares and photos are getting. Rather, look at your engagement rate.
Your engagement rate on Facebook is a great indicator of success. You’ll want to look at it often and adjust your marketing strategies according to what you find. Seeing how people engage with you online tells you what works, what doesn’t, and what needs to be revisited.
“People talking about this”
So what is your company’s engagement rate? This is a valuable insight that Facebook offers for business on Facebook. It helps you understand and quantify engagement with your brand.
The “People Talking About This” result is simply the number of actual people talking about a post you’ve shared, divided by the total number of likes your page has. This metric has a number of other indicators you need to check often, like “post reach” and “engagement.”
Engagement refers to the total of all user actions people took in relation to your page, including likes, shares, clicks, and comments. Post Reach, on the other hand, is the number of unique people who’ve read a specific post.
These metrics are very important as they indicate the engagement rate of your Facebook page. Learning to use these tools will give you tips on how to optimize your social media marketing campaign.
Improve Facebook engagement
Now that you know how to understand Facebook engagement rate, here are some ways you can boost it.
Flawless grammar – Many people don’t care for bad grammar. Others will post a negative comment or never check your page again because of a grammar mistake.
Since there are all kinds of users that engage with your Facebook page you need to ensure your text is free from grammatical mistakes to avoid grammar casualties.
Have someone proofread your posts before publishing them or use a spellchecker to catch those your eyes cannot. Either way, always double-check your grammar.
No spelling mistakes – Just like grammar, spelling is crucial. Your posts need to be free of misspellings. If you know you’re prone to mistaking “your” and “you’re” in your writing, be sure to double check each post. Run your posts through a spellchecker and always, always read your posts twice before hitting the publish button.
If you want to increase engagement on Facebook you cannot afford to distract your community and followers with spelling and grammar mistakes, can you?
Vary your content – People get easily bored and are more often than not “skim and scan” users.
That’s why it’s crucial that you alternate between different types of content. Publish your own posts, share those of others, switch between images and memes and links and longer posts.
Variety ensures the reader will be coming back for more, and if you only publish posts, people won’t engage as much with your site. Offer them a variety of interesting, relevant posts and you will increase the number of likes, shares and comments on your posts!
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