To make social media an effective and productive resource, it is essential to understand what type of content engages your customers the most.
In both Facebook and Twitter, distribution ability is governed by the amount of engagement your updates receive. Do your fans and followers respond best to pictures, videos, questions, or product insights? This differs for every brand and business. Social media marketing must be targeted just as much as (if not more than) traditional marketing - you can't force content in front of people, and if they're not interested they won't look at it or engage with it and certainly won't share it.
We developed IPM (interactions per thousand fans) to help our customers understand how well they are engaging with their fans, and learn what type of updates generate the most comments and likes in Facebook, and retweets and @replies in Twitter. You can read more about IPM here. Essentially IPM is a score of how engaging an update is relative to fan or follower numbers. This allows you to compare content over time, and between different sized pages and accounts.
Today we have taken this one step further by allowing you to rank all of your updates on Facebook and Twitter by their IPM score. Reviewing your most and least engaging content means you can see at a glance what you should be doing more of, and learn what to avoid in the future.
We're working on many more ways to help you understand how to drive the most engagement with your fans - stay tuned.
Sign up for a free trial to Conversocial here.
Follow us on Twitter here.