All worthwhile relationships take work. Be dedicated to your audience. You want to be able to think about their future as your customers so that you can keep them satisfied for years to come. You will want to study them, poll them, and communicate with them often so that communication between you will take your engagement to a whole new level.
Using social networks to create an awesome customer experience is what engagement is all about. What’s more is that you can do this with copywriting and using techniques and skills that you can learn, so that you use just the right words at just the right time to engage with your audience.
Measuring social media engagement is important because it shows you what is working and what is not working. When you have data that can support your ideas or lead to new ideas, that’s when you will get even better at figuring out what type of copywriting gets the best engagement on social media.
Most social platforms have native insights that you can look at to study how well your engagement is going and where you can improve.
You’ll want to look for and note this type of data:
* Likes and Shares – How many people liked your post? How many shared it? How many shared it from the shares? Did you include a Call to Action (CTA) to share or did they share it just because it was so interesting to them?
* Audience Growth – How fast is your audience growing and to what can you attribute each growth spurt? If you can tie the growth to an action, you can then repeat the action or even improve upon the action.
* Follow Ratio – On some platforms, you can see how many people viewed versus followed you. But there is another important thing to consider. If someone is following 1000 people but only 20 are following them back, how influential are they?
* Active Audience Members – You can have a million followers but if they aren’t active, it won’t matter. Some platforms let you look at who is most active and will list them in order. Use this list to your advantage by appealing more to the most active members. By doing this, you’ll get more from them, they’ll get more from you, and you’ll attract new and similar members.
* Effort Results – Basically if you run any campaign, always look at all the numbers you want to measure before the campaign, during the campaign, and after the campaign. This is very important so that you know the results of your efforts.
* Click-Throughs – When you share a link that you want people to go to, how many clicked through compared to how many viewed it, or are followers/members of the group or platform that is your audience?
* Leads Generated – After all that, how many real leads were generated and from which efforts? All the data should let you know. When you can look at numbers and let them lead you to the action that produced the result you wanted, then you can do it again.
* Customers Generated – From those leads, those words, or that blurb, how many became customers? Do you know?
* Comments – It’s also important to read and interact with the comments. Even when you make a comment back, that’s also copywriting. You need to think carefully about how to respond to any questions or comments so that you maintain your brand voice and your general promise as a business, and so you don’t confuse your audience.
While you’re looking, you can also learn about your audience’s demographics so that you can see how well you’ve been doing with your targeting using content marketing. If the content you’re generating is pulling in the right audience that you thought you’d get, then you’re doing great.
If you have a different audience than you thought, you can tighten up your copy and learn more about your audience to do better.
Next time, we’ll talk about two important social media metrics and how you can improve them with copywriting.