Social Media Audit: Engagement

By Beth Schillaci 10 years ago
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It’s no secret that social media has grown both in the number of personal users and businesses trying to get the attention of those users. This means the competition for eyeballs has increased for many of us that started using social media for our business years ago. Cutting through the noise has become much more difficult, and we need to take a look at what we are doing in terms of engagement.

I’ve talked to people lately and some have all expressed the same concern that their engagement seems to have dropped off. I don’t know if this is an overall trend, but when people that I feel do a great job in social media all say this to me, it makes me wonder. Have we hit a plateau? Have people been overloaded and pulled back from their social media activity? Is it seasonal?

Take a look at the items that garnered the most engagement either in comments, likes or sharing. Can you add more of these types of posts into you mix? There is no science to this, but it does help to look for trends to see what has worked in the past. There is no guarantee that it will work now, but if it has been missing from your mix, it sure is time to give it another try.

Another thing to do is look what other brands are doing. Is it something you can replicate without being to complete copycat. I find looking at what other successful companies do can inspire me with my own ideas.

If you are willing to share, what has been your experience lately with regards to engagement?

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 Beth Schillaci

  (69 articles)

In my almost 20 years in business, I feel like I can sum things up as Been There, Done That. I have won awards, presented in front of more people than I can count and even wrote a book, but one thing has not changed – I love working with businesses to help them tell their story to the world.


  • I’m so glad you brought up this topic because it’s something I’ve struggled with myself, and I can only imagine how it affects larger brands. For my B-to-B audience, what I am finding responses on primarily (we’re talking blogs and Facebook) are 1) how-to articles with real substance 2) articles, comments, links or photos related to the news everyone is talking about, or that are seasonal or weather related — water cooler stuff and 3) irrepressibly cute content that strikes a chord with people (that surprised me). I’ve seen big brands and major players resort to puppy pictures on Facebook lately to get engagement. It feels all kinds of wrong sometimes, but it’s almost like if you don’t get engagement, no one will see your stuff and it doesn’t matter. So EVERY brand is talking about Halloween 🙂

    What I see less response on is my controversial/take-a-stand stuff (which sometimes really needs to be said). I think people shy away from strong opinions or positions voiced on blogs, particularly, at least in my experience. A comment here or there, but in general, the more positive, upbeat stuff gets more “likes” and views.

    I definitely watch what other brands do and emulate them! Looking forward to hearing your insights.

  • I think this is timely and very important. The good news is that with all the tools available you can find out what is working and what isn’t in terms of traffic, conversion, etc. But like you said, true engagement is as much science as it is just doing. I think right now Social Media and the web in general is saturated with DIY dabbler/marketers. Eventually they will need to figure this stuff out for real. I heard Jay Baer on Market Place on NPR last night say that social media marketing is not easy, it takes time and is expensive (in terms of hours). Just like the early web and the early days of SEO, the hacks will be flushed out by the system. That’s why I love online marketing so much. Great post!