Engagement
To understand the results we are getting from the strategy and actions being implemented, we need to evaluate our performance. That is, if you want to understand the feedback from your audience, you need to evaluate the engagement of the same toward your company. When we find ourselves in the realm of new mediaThis monitoring becomes easier, since the creation of tools for this purpose grows every day.
We highlight the tools of the pages themselves, such as Twitter Bussiness, Facebook statistics or even Google Analytics, or the outsiders, which also provide data about the company's performance on social networks and can be individual, that is, specific to a particular network or, all-in-one. The latter provide data on the company's performance on all networks. They can be paid or free, as is the case with Cyfe or Social Bakers.
Such monitoring tools allow you to keep track of several variables. In the case of engagementConsidering that this is the big category, it will be important, for example, to evaluate the following points:
Page
- Variation of likes/followers
- Visits Variation
- Criticism
Contents
- Sharing
- Tastes
- Comments (positive, negative, neutral)
- Clicks on the shared link
These are the base metrics of any minimally consistent evaluation of audience interaction with the company through digital. Depending on the goal of the organization with the use of a particular network, more metrics should be defined. Finally, these should be cross-referenced and compared in order to understand the state of play. Analyzing and comparing yourself to the competition will also be a relevant aspect that will allow you to grow.