The Evolution of Engagement Metrics in Social Media Marketing

Beyond Likes and Shares: The Evolution of Engagement Metrics in Social Media Marketing delves into the changing landscape of social media metrics, moving beyond traditional measures like likes and shares. It explores alternative metrics such as comments, time spent on content, and sentiment analysis, emphasizing the importance of meaningful engagement. The presentation also highlights the role of active engagement indicators like participation in polls and surveys, as well as metrics related to community health and brand advocacy. Attendees gain insights into connecting social media engagement to conversion metrics, leveraging social listening tools for sentiment analysis, and adapting to platform changes. With real-world examples and practical strategies, the presentation equips marketers to optimize their efforts and drive better results in today’s dynamic social media environment.

1. Beyond Likes and Shares:
The Evolution of Engagement Metrics
in Social Media Marketing
SOFIA TSEMPERA MAY 2024

2. INTRODUCTION
In this presentation, we will explore
how the landscape of social
media metrics is shifting
beyond traditional measures
like likes and shares, and delve into
emerging indicators of engagement
and effectiveness.
02.

3. Understanding The
Initial Engagement
Metrics
Social media marketing traditionally relied on
'Likes' and 'Shares' as primary engagement
metrics to gauge social performance and audience
connection. However, these metrics offered a
limited perspective on actual audience behavior
and interaction, lacking insights into authentic
engagement and potential customer conversion.
03.

4. Likes Shares FOLOWERS
Surface-Level Engagement: These metrics only scratch the surface and do not provide insights into the
quality of engagement.
Lack of Depth: They fail to capture the depth of audience interaction and sentiment.
Misleading Metrics: High numbers might not translate to brand loyalty or conversions.
04.
The Limitations of Traditional Metrics
Example: A post with thousands of likes but few comments or shares might
indicate passive engagement rather than active interest.

5. The Shift in Engagement Metrics
The rise of digital technologies prompted a shift in the way
engagement metrics are perceived.
Marketers started focusing more on 'Meaningful
Interactions', that included actions like comments, shares on
user's feed, and reactions.
Interactions considered to be more valuable as they indicated a
deeper level of audience engagement.
05.
Moving Beyond Likes and Shares

6. With over 4.5 billion people active
on social media, the focus for
brands extends beyond just
counting likes or shares. These
platforms have transformed into
rich sources of consumer insights,
providing crucial data that can
significantly influence and shape
brand strategies.
06.
Geetika Chhatwal

7. Meaningful Engagement
Alternative Engagement Metrics
07.
“Meaningful Interactions“ are believed to create stronger connections
between brands and their audience.
They reflect that the audience is not only consuming the content, but also
appreciating it and considering it worthy of sharing with their network.
Such interactions help in improving brand visibility and driving organic reach.
Moreover, they enable brands to understand their audience better, leading to
improved content creation.

8. WHICH
METRICS TO
TRACK?

9. Comments
Time Spent on
Content
Social
LISTENING
09.
Beyond the Basics: Alternative Engagement Metrics
Posts with fewer likes but more in-depth comments can lead to higher conversion rates,
highlighting the importance of comment quality.
Analyze both the quantity and
the quality of comments. Look
for comments that indicate
thoughtful engagement.
Measure the average time
users spend on your content
to gauge its effectiveness and
engagement.
Gain a holistic understanding of what is
being said about a brand across social
media. Helps in identifying emerging
trends, potential crises, and overall
public perception.

10. Social LISTENING
Social media listening extends beyond data collection; it offers actionable insights that can influence key brand strategies.
The information obtained can be transformative, impacting everything from content creation to crisis management.
10.
WHY IS IMPORTANT?
Real-Time Consumer Insights
Brand Health Monitoring
Competitive Analysis
Identifying Trends and Opportunities
Crisis Management and Prevention
Understanding Customer Preferences
Identifying Pain Points
Segmentation and Personalization
Customer Journey Mapping

11. Net Promoter
Score
Referral
Rates
User
Testimonials
and Reviews
11.
Brand Advocacy Metrics
A company can increased its NPS by focusing on customer service, leading to more organic
referrals and positive reviews.
Measures customer loyalty and
satisfaction by asking customers
how likely they are to
recommend a company,
product, or service to others.
Tracks word-of-mouth
marketing effectiveness.
Powerful tools for building trust, gaining
insights, and enhancing brand reputation.
Customer feedback mechanisms can
improve customer satisfaction, drive
engagement, and boost sales.

12. Click-Through
Rates
Conversion
Rates
Sales and
Revenue
Impact
12.
Connecting Engagement to Conversion Metrics
An e-commerce brand focused on personalized sm content can reach a higher conversion rate
compared to generic content, emphasizing the importance of targeted engagement.
Crucial metric in digital marketing
that provides valuable insights
into the effectiveness of your
content, ads, and overall
engagement strategies.
A metric that measures the
percentage of social media users
who take a desired action out of
the total number of users who
click on a link or engage with
content.
The effect that social media marketing
has on a company's sales and overall
revenue. This encompasses the direct
and indirect contributions of social
media activities to business growth.

13. Brands that engage
on social media
channels see higher
customer loyalty,
with a 53% increase in
customer retention
(Brandwatch).
13.

14. Dynamic Nature of Social Media
Stay Updated: Regularly follow updates and algorithm changes.
Adapt Content Strategies: Tailor content to fit new platform features.
Utilize New Features: Leverage the latest tools and features to enhance
engagement.
Implement New Metrics: Start tracking comments, time spent, and sentiment.
Use Tools and Resources: Invest in social listening and analytics tools.
Measure and Report: Regularly analyze and report on engagement metrics.
14.
Social media platforms continuously evolve,
and so must OUR strategies.

15. 71% of consumers
with a positive
experience with a
brand on social
media are likely to
recommend the
brand to others
(Forbes).
15.

16. Real-World Examples
Brand X: Leveraged sentiment analysis to improve customer service and saw a 20% increase
in positive sentiment.
Enhanced Customer Satisfaction
Brand Y: Implemented interactive polls and surveys, resulting in a 30% increase in active
engagement.
Loyal Audience
Brand Z: Focused on community health metrics, leading to a 15% growth in active community
members.
Community Growth
16.
What Worked: Tailoring engagement strategies to the specific
audience.
Why It Worked: Focus on meaningful and active engagement over
vanity metrics.

17. TO SUM UP...
The landscape of social media metrics is evolving.
Meaningful engagement is more valuable than superficial metrics.
Connecting engagement to conversions is crucial for demonstrating ROI.
10.
CONCLUSIONS
Call to Action
Reassess your current metrics.
Implement the strategies discussed.
Focus on building deeper, more meaningful engagement with your audience.
KEY TAKEOUTS
Look beyond likes and shares.
Measure what matters.
Use data-driven insights to adapt and improve.

18. thank you
SOFIA TSEMPERA