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|World & Business - Marketing|
|Monday, 06 August 2012 10:02|
It is sometimes fun to hear verbal competitions are brought quite a few users of social networks like Facebook or Twitter for the number of followers, friends and fans they have. Is that so important? I'm afraid not.
If it were, how could we explain that Audi with less than 2 million fans on Facebook Mercedes, generates 15% more social interaction? The explanation is clear, and is the Engagement, ie the average number of people interacting with branded content on social media.
Although the protocol is slightly different for each network, the basis is the same. How many social reactions occur in response to my initial action as a company? Socialbakers sums it up very clearly in the graph below, where you just get the percentage of Engagement counting the number of total reactions (tweets, likes, comments, RT, ...) obtained each day of your audience, divided by the number of shares as a company generate in the same period and all divided by the total number of followers or fans you have on that day (see graph to the start of post).
The result is that Audi has a percentage of Engagement of 67%, compared with 29% of Mercedes Benz, the latter having more than two million fans.
Here's another example: the other day Lady Gaga gave an update on their status on Facebook "come get me heels" and the responses were immediate: 32,161 likes, 1673 people left comments and other 269 shared it with friends. Which brands would presume not of such results? Well the truth is that not many, because given that Lady Gaga has 52 million fans on Facebook, the ratio of Engagement following the above formula is 6%.
This should lead us as a company to quantify the engagement we want to achieve (and that of our competitors) and to discuss ways of achieving this: likes, comments, shares ... This will determine the type of post, tweets and updates that we make .
For example, if we want our fans to share our content must include photos or videos to help us viralizarlo. If instead what you want is to generate a discussion, you must put a question to your audience. But if we want more "likes" we must give our fans an excuse to push the button "like", as he did that got 50,000 Oreo likes inviting supporters to click if they wanted to enjoy an Oreo cookie in the same times.
Surely, many will wonder to what extent the engagement in high-priced products is a sales onversión c. Certainly, there may not be a direct relationship in this type of product, but it shows a clear indicator of purchase intent.