When it comes to social media analytics, engagement is super important. But what does engagement actually mean? And are social media follower counts really important?
Let’s face it: Metrics for social media success can be intimidating. They prove the efforts of a company or individual matter, but between tweeting, Facebooking, putting out fires, sending puppy photos, and giving your followers all the attention and love they need, metrics are often second thoughts. It’s simple to report follower numbers. It’s exciting to see people add your brand on social media, and it can be downright fun to rise above your competitors or meet benchmarks. But are followers actually a helpful metric on their own?
Followers are indeed a piece of the analytics puzzle. They’re a solid number to track on a spreadsheet or tell an inquisitive co-worker, an investor interested in a brand’s reach, or a family member who can’t quite believe what you do for a living.
So what happens if follower growth is a brand’s main focus and the driver of both KPIs and other goals? Take a deep breath: It’s time to change the conversation.
Most businesses—even successful ones on social media—have fewer followers than you’d think. We can’t all be President Obama or social media celebrities with millions of followers. The average business’s follower count—from small shops to household names—isn’t that large.
Beyond Followers: How to Achieve True Engagement with Social Media
