Social media is an integral part of any digital marketer’s toolbox.
Without it, your organization risks going unseen or unheard, far from ideal in a world that relies heavily on digital interactions. However, social media is not just something that can be scheduled and left alone for weeks at a time. Instead, each platform must be maintained with authenticity and care, which means daily attention is necessary to maximize the benefits to the business.
Communicators should monitor the engagement their social media campaigns receive, which goes beyond just “likes,” comments, and messages.
How to measure and evaluate conversations
Social media was created around the idea of virtual communication. For businesses, this means that social media is an opportunity to create ways for potential customers and existing followers to talk about the products or services an organization offers.
With this in mind, each piece of content created and posted should have a common goal: maximizing the amount of engagement it prompts among followers.
Engagement can be simple. Just asking followers to comment with a question can suffice to generate online participation. So, how can marketers take this concept a step further?