Measuring Social Media Engagement: Methods and Metrics

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Imagine that you are a market researcher. You have been asked to develop measures of
customer engagement within social media platforms. What is engagement and how would you
measure it and why? Choose one social media platform. "For each write up, you must support
your answer using at least one additional journal article that you have found yourself."
Engagement can be taken as the measure of finding a huge database for a target
demographic who are in the mind frame of the creator. Companies use engagement to know if
their social media strategies are working. Taking Instagram as an example, companies can use
the likes and share metrics to track what post or product displayed received the most likes and
shared to fans or friends (York, 2017).
Another is followers’ rate which keeps a track of the followers one receives in a certain
period of time. Another is the number of active fans rated by the likes and comments or reviews
that a post receives. Another is the flower following ratio which shows the balance between a
follower’s track and the followers. It’s important to maintain balance. Another is free or organic
posts versus the sponsored posts which shows investment one gains on posts (Siu, 2018).
Another major one is linked posts that connect to personal websites. The number of click
shows the alignment of content with target demographic. Lead generation is another that shows
the audience that like the posts and follow the accounts. It helps in deciding what products are
needed and what products are appealing to them (Big commerce, 2018).
Lastly, there is the audience demographic which help the company track down
information about consumers and future willing consumers on products that are required by the
market. This also dictates the also the audience mentions that informs other websites if the
existence of a certain brand or company and also helps in sales projections (Shriar, 2017).