So many people are hung up on how many ‘likes’ or ‘comments’ they receive on a post on social media, but it’s not the most important factor when measuring your social media activity. The two main areas to focus on are engagement and conversion.
Engagement
When it comes to social media management engagement measures shares, likes and comments on social media posts. Engagement is a metric for evaluating social media performance but doesn’t always translate into sales.
Conversion
A conversion occurs when a visitor to your website or social media platform completes your desired goal, these can be anything from making a purchase, filling out a form, submitting details to enter a competition, downloading an e-book or subscribing to a newsletter. This data is key to measuring the success of your online marketing campaign and by paying close attention to your marketing results will help you to develop effective campaigns in the future.
Recent news
Recently Instagram have announced that they will be trialling hiding ‘likes’ where the only person who will be able to see them will be the profile owner themselves and no-one else. Their aim is to get users to ‘focus on the photos and videos they share, not how many likes they get’ in turn moving away from the metrics that can often negatively influence some users. However, some social media influencers and digital marketers are concerned as they rely on their number of likes and comments to show to other brands their potential worth which is a key demonstrator of their popularity to other future brands/clients that may wish to use them.
It will be interesting to see how this impacts the influencer world and how followers react to this. What are your thoughts on this new strategy?
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