Engagement has been the buzzword of social media marketing for some time. Getting your target audience involved with your brand is a worthy goal, but understanding how people engage is an important reality.

According to Hootsuite research, the average Facebook user only shared one post in the last 30 days. In fact, the number of people who actively share and comment on posts has decreased over time on all platforms. Most users have become more passive consumers of content.

This trend mirrors what has happened on blogs over time. In the early years, getting comments was the norm. Over time, readership has continued to remain strong, but comments have dwindled.

Metrics that Indicate Engagement

Reach and reaction are much more realistic engagement goals than mass participation. In fact, posts designed solely to mine for comments and/or shares are discouraged on social platforms.

Provide value for the people who see your content, rather than trying to get them to comment or share.

Assessing Engagement

In addition to reach and engagement metrics, social listening can give you your best insight into engagement on social media. Monitor for topics as well as brand mentions. Assess whether you are part of the conversations that matter most to you.

This approach also allows you to engage beyond your own channels. Become part of the conversations that are central to your brand and expertise. This authenticity and meeting users where they are at is central to creating relationship online.