How to measure your social media performance in 2024

Kelly Haynes - 19.04.2024

Whilst it’s not a new thing, social media has become a critical tool for businesses aiming to connect, converse, and convert and with the landscape of social media platforms evolving faster than ever before, it’s easy to get lost in the maze of likes, comments, and shares.

If you’re looking to understand your brand’s social stature then the first metric you should be looking at is your engagement rate. Engagement rate in 2024 is all about meaningful interactions. It looks at quality over quantity, considering how users interact with your content, not just what they do. Savvy marketers and small business owners will know better than anyone that in the fast-paced social media scene, it’s the conversations, shares, saves, and in-depth comments that signal a hit.

The Bullseye Metric

Whether you’re the driving force behind a bustling start-up or working with an established brand, knowing your way around the Engagement Rate is non-negotiable. This isn’t just about counting thumbs-ups or heart-eyes on your posts; it’s about understanding how well your content resonates with your audience.

Engagement Rate is the digital pulse of your brand’s online presence. It considers all sorts of interactions, from the casual double-tap to the coveted share. It gives you a sneak peek into actual conversations and connections sparked by your content. And why is that important, you ask? Because engagement is the bread and butter of brand loyalty and community building.

Understanding the Engagement Metrics Landscape

Identify what aspects of engagement matter most to your brand, are comments more valuable to your strategy than shares? Is user-generated content the secret weapon in your arsenal? The answer will vary, as every brand’s goals will vary.
Define what success looks like with everyone on the same page— from the MD to the support staff. Are we here for brand awareness, lead generation, or community building? The strategy shifts with goalposts.

Craft content that sparks conversations – people engage with authenticity, with stories they see themselves reflected in. Be real, be you, and watch to see how this impacts your engagement rate.

Leverage your data to produce content that mirrors your audience’s interests and behaviours. Do they prefer how-to videos over infographics? Are they fans of witty quips or inspirational quotes? Use the insights of the platforms for insight on what’s hitting the sweet spot.

The Loop of Improvement

Remember, this isn’t a ‘set it and forget it’ kind of deal. Monitoring your engagement rate is about being in a continuous loop of improvement. It’s about tweaking and fine-tuning your social media strategy so you can tout higher and mightier engagement numbers. Watch out for what makes a splash and what fizzles. Less eat, sleep, rave, repeat and more test, learn, engage, and repeat.

That one thing

Want to know the one thing we often see brands trip up on when it comes to increasing their engagement rate? Forgetting that social media isn’t a podium—it’s a picnic. Engage back! Reply to comments, jump into DMs, and show that there are real humans behind the brand.

Wrapping Up

Keeping your finger on the pulse of your Engagement Rate affirms that your social media strategy is not just a shot in the dark but a laser-focused arrow and learning to measure it in ways that align with your business goals isn’t just smart; it’s essential.

Stay audacious in your pursuit of digital excellence and keep fostering those virtual connections with your audience. They are more than just numbers; they’re the heartbeat of your brand’s social presence. Remember, we’re in an age where every thumb scroll is a choice. Make your content the reason they stop!