Trying to engage your target audience (customer) online? You should be, and you should also be measuring the impact of your efforts.
It all starts when you develop your strategy for engaging online. If you know your goal and what you plan to do, measuring becomes easy. When you don’t have a goal or defined tactics to get there, it’s all a little murkier
Reporting provides insights into what worked and what didn’t. This information allows you to better refine it and improve your online engagement strategy.
Here are some thoughts on measures that make sense:
Following and reach
It’s fairly easy to access stats around how many followers your influencers have.
- On a blog, you want to see the monthly unique visitors.
- On Facebook, Twitter, LinkedIn and YouTube channels, you are looking for Page Likes, Followers and Subscribers.
- On a Snapchat channel, you want to know how many average views each of your followers snaps get over a 24 hour period.
Views and impressions
Views and impressions tell you how many people actually saw your posts.
- On a blog, you want to know how many page views each post received.
- On Facebook, Twitter, LinkedIn and YouTube channels, track People Reached, Impressions and Views.
- On a Snapchat channel, you want to know how many views your story had.
Engagement shows you that not only did someone see your content, but that they took some action.Usually this action is a click.
- On a blog, engagement is measured by comments, shares, and click throughs
- On Facebook, and LinkedIn, it’s measured by likes, comments, shares and click throughs
- On Twitter, it’s likes and retweets
- On a Snapchat channel, engagement includes comments and screenshots