Within the digital world there are many words that we have imported from English, due to the lack of an appropriate translation for what they represent. One of these, and one that is really important for digital marketing, is the engagement whose translation literal would be commitment (or bonding, as we prefer).
However, this translation is a bit imprecise as this concept refers to the level of commitment of a consumer or user with a brand. This goes beyond purchases, and also takes into account the interactions, the identification of the client with what the brand represents, etc. That is why we wanted to talk about the importance of engagement in marketing, the types of engagement that we can find and how it is measured.
Why is engagement so important in marketing?
the engagement It is not something that arises overnight. This concept grew and expanded thanks to digital transformation and, especially, and other media that allow constant interaction with users. It is a consolidation that brands achieve after multiple strategies and actions aimed at conquer, captivate and eliminate discomfort or friction points to the users.
Among other things, it encompasses aspects such as interaction with the brand, trust in it and even the level of empathy with the values, perceptions and messages of the same. This translates into long-lasting, sustainable and deep relationships, based on sensitive shopping experiences.
Types of engagement
We can talk about the following types of engagement when we are in the digital and business environment:
- From employee, or employee engagement: reflects the relationship between a company and its employees. It happens when there is such enthusiasm that it is reflected in a work commitment that goes beyond what is expected and translates into a performance that is out of the norm.
- Customer, or customer engagement: occurs when a consumer or client becomes a prescriber of a brand or product at any stage of their buyer cycle.
- User, or user engagement: It talks about the interactions that people have in the different digital channels that exist with a brand or product.
- From social networks, or social engagement: it concentrates on the communication that is promoted in the profiles of social networks and their performance.
One of the environments in which the term is used the most is precisely this, around social networks, where reflects the communication relationship between the brand’s profiles in each social network and its followers. In the case of eCommerces, this occurs when a consumer becomes an active promoter of the brand, that is, when he has a certain level of trust in it and makes it known.
Although it may sound abstract, this factor can be easily measured, with different metrics that vary according to the platform, social networks, blogs, stores, etc. It is even possible to measure it in the strategies of or in the advertisements, as we explain in this video.
Just as it is possible to measure it in each of these sectors of the digital landscape, the aspects to take into account for the measurement also vary. For example:
- To measure engagement in email marketing we can focus on the open ratio (Opening ratio=total open/total delivered).
- To measure the engagement of a banner we can take its (CTR=# of clicks/# of hits)
But in reality, engagement in marketing is usually more related to area of the , to measure the level of linkage of a community of followers with the brand they follow on social networks. Let’s see it in detail:
How should social media engagement be calculated?
Currently the most widespread way to calculate engagement is the one published in 2012 by Social Bakerswhich proposes the sum of the number of likes, comments and shares of a publication of a brand divided by its number of followers and is the formula used by most digital marketing agencies and tools.
In this formula, which is the most usedis being awarded the same value to all interactions, when each one of them presents a different level of connection with the user. For example, sharing a publication implies that the user approves its content and endorses it to show it to others and a like simply shows some interest in it.
However, as a more effective model than the sum of the interactions, we bring this other formula, in which we weight each type of interaction. In this also, the total value of followers is discarded for the denominator, because even if there is a large number of followers It is not always possible to reach everyone with the same content. Instead, we take into account the number of people who have seen the post, its reach.
In this way, having a specific value for each interaction and contrasting it with the number of people who have seen the publication, it is possible to achieve a more realistic result on engagement. With this said, it only remains to give the necessary impulse so that the interactions take place.
And be careful, because in each social network there will be a different objective to achieve: while on Facebook and Twitter, a good engagement ratio would be between 0.5% and 1%, on Instagram if you have those numbers you can burst into tears. On Instagram, their thing is to have between 3.48% and 6.67% engagement percentage.
How to improve social media engagement
It is necessary to know that the term engagement goes beyond social networks, so we should not only emphasize our social networks if what we are looking for is to create a strong link or commitment on the part of our followers towards our brand.
Some actions used to improve commitment or engagement are the following:
- Animals and challenge them to participate and be interactive with your brand
- surprise them with actions or things that would not be expected of you, do not stay only in social networks.
- Reply always to your questions or comments.
- Try to have the best solution for your incidents or doubts, with the aim of always having them pleased
- encourages user-created content.
- Measure the results. To really make progress in your engagement, you will have to ask yourself what your goals are and translate them into a series of key metrics or .
Currently, social networks provide many opportunities to interact between a profile and its followers, which increases the chances of achieving better engagement. For that it is good to use participatory content, that invite the user to an action, such as quizzes or contests. It is also good to be attentive to comments, personal responses are a great incentive for the relationship with users.
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