When it comes to social media, reaping likes can be a little addictive.
But is it a fair metric on whether people are consuming your content? As it turns out, perhaps not. Most recently Facebook has said that “they never promised to give accurate data.”
When it comes to businesses sharing content on social media, the engagement garnered can actually be a bit of a false flag.
Active users actually make up less than two per cent of your total audience, with the vast majority preferring to sit in the background and consume anonymously. This figure is across all platforms, be it Facebook, Twitter or blog posts.
The modern consumer prefers to browse silently, even more so as content is consumed on mobile devices more and more.
That is not to say that digital metrics have no value, they do. In this article by the Content Marketing Institute it’s noted that staying connected with your customers through social media can strengthen your brand and profitability; but not to rely solely on the number of followers you have. Looking at how your customers engage with your content and how it’s being converted are the ‘big tells’ that will give you real data to work with.
These figures can offer indicators of business benefits in the future, generate tangible proof that there is activity on your social sites and can provide invaluable feedback and validation for the work that you are putting in.
But putting all your eggs into the social media sphere can be a waste of your time and resources. Because at the end of the day, people are at the core of your business.
Cross check your sales with your social media engagement, you are more than likely going to find the two do not overlap.
Speak to your consumers about your content, you will be surprised to learn that it is having a positive impact, even if the likes aren’t piling up next to your posts.