Evaluate your content.
Engagement can indicate that your content appeals to your audience – or doesn’t. More in-depth analysis can reveal what types of followers are engaging the most and identify influencers and your biggest fans.
Engagement metrics can show which networks are more valuable for your organization and where marketing teams should commit resources. One-click engagement such as Facebook likes does little to increase the reach of your posts, but shares and retweets put your post in front of more people.
Boost website traffic.
Internet studies as well as his company’s own experience contradict Forrester’s assertion that social media reach does not boost website traffic and organic search results, Traphagen says. A Socialbakers study concludes that the number of social interactions with a company’s social media posts correlates to the number of visits to the company’s website. When social interactions go up, website traffic goes up. Other studies also show a link between engagement and organic traffic. Correlation does not equal causation, he cautions, but engagement is one measure of a website’s success.
Social engagement can increase exposure for your content, prompting more websites to link to it which in turn increases your website ranking. Study your Web analytics to see if rising social reach correlates with rising organic search traffic for your site. If it does, then drill deeper to learn which networks help the most. If it doesn’t, re-evaluate your social media plans.
Generate sales leads.
Although social media can bring visitors to your website, it doesn’t sell. Your website must convert visitors to customers by offering relevant content that prompts them to stay on the site and return.
No comments:
Post a Comment