"Theoretically, engagement rate is measured by collating all your audience interactions - including (but not limited to) likes, comments, shares, saves, and replies. Social media engagement constitutes both: 1. How your audience interacts with you (likes, shares, comments, etc.) 2. How you interact with your audience (responding to comments, messages, etc.) While these numbers certainly indicate a successful social media engagement strategy, it's crucial to remember that engagement is much more than these metrics alone."
"Because social media engagement isn't just about performance. It's about building a community. It doesn't matter if your engagement rate is high if you're swimming in negative audience behavior (like constructively criticizing comments). When you think of social media engagement, first think of the human connection and authenticity you've built using your social media strategy - how many positive direct messages (DMs) you received, how many customer support queries you resolved, how much"
Social media engagement measures audience interactions such as likes, comments, shares, saves, and replies alongside how brands respond to those interactions. Engagement rate aggregates these interactions but cannot capture the full value of authentic human connection. High rates mean little if interactions foster negativity or toxic behavior. True engagement centers on community building, positive direct messages, resolved customer support queries, and genuine two-way conversations. Multiple channels and fleeting trends complicate measurement, improvement, and maintenance. Effective strategy balances quantitative metrics with qualitative signals of authenticity, responsiveness, and relationship-building to achieve meaningful social outcomes.
Read at Buffer: All-you-need social media toolkit for small businesses
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