If you have a Fan Page or a social media profile that belongs to a brand or even a business, you know that what may have worked yesterday may no longer be the case today. This is what makes social media great. Many might look at change with a pessimistic point of view however, I see it differently. With the ability to change and modify your strategy to see what works with your audience is such an advantage. You’re not stuck or locked into any particular strategy on a long term basis. Furthermore, social media will typically give you a good idea if something is working or not in a short period of time.
In any given week, less than 0.5% of Facebook fans engage with the brand they are fans of. Source: Marketing Science
That’s not a lot of interaction. Even well known brands didn’t fair that much better.
I know a lot of you out there are thinking or perhaps using interaction and engagement as a benchmark for your social media success but when you look at this percentage, is that truly a variable you want to use?
It all goes back to the time old question ever since social media was brought into the spot light. How do you measure your ROI in social media? Some will base this on the number of Likes they get, the number of Shares in a post they receive, etc.
Although we may not be getting interaction we’d like to see, we should be stepping back and thinking to ourselves that we are still bringing exposure to our businesses by being in the consumer’s eye through our social media means. This is why being consistently active within your social media platforms is important.
So how do you feel about engagement on your Facebook page?