Audience Engagement ‘Vital on Social Media Sites’

by Lucy Griffiths on 29th June 2010

The most important thing for companies to focus on if they are utilising social media sites is audience engagement, it has been suggested.

Writing for Search Engine Watch, Nathan Linnell explained this should be the "core" of any strategy being implemented by those using SEO marketing services.

Although sign-ups, sales and improving consumer satisfaction may be the end target, audience engagement is vital to achieving these, he noted.

To establish how effective their campaign is, Mr Linnell recommended firms scrutinise a variety of metrics, such as the number of blog comments made, how many posts are left on a Facebook page and the level of interaction on YouTube.

Brands may also want to look at the number of retweets consumers put out, as this is a more effective measure of engagement than the original tweets, he added.

Meanwhile, Twitter recently announced it is to expand its promoted tweets feature, which allows enterprises to purchase advertising space on the site.