Study: Better Measurement Metrics Needed to Track Engagement""

The Web is a nebulous place; a vast world of content that continues to morph and multiply exponentially every day. Today’s marketers are continuously pushing out content in order to promote their brand and increase their share of voice, growing their virtual footprint. The measurement around the engagement of this content, however, is a struggle
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The ability to effectively track engagement is imperative, as this information can be used to help inform future marketing efforts, as well as reflect the impact of the content produced. A recent study by Google Think Insights and Advertising Age showed 86.2% of US agency and marketing executives think that monitoring engagement was a priority, but only about half of that number were able to execute such engagement monitoring successfully.

Several of the most important metrics marketers used to measure engagement include interaction rates, social buzz, shares, influencer reach, and driving traffic to retail locations/websites.

The key is to ensure that the social analytics tool you are using has the ability to capture this elusive engagement data. Po.st offers direct solutions for marketers to solve the difficult struggle of quantifying the activity surrounding their content. Specifically, the Po.st Sharing Tool offers you a suite of analytics embedded in your dashboard to monitor several of the top engagement metrics. For example, Po.st tracks the number of clicks on your content to show you who is engaging with it and overall interaction rates. You can also easily track the number of shares by embedding the Po.st Sharing Tool on your webpages. Our virality metric helps track the social buzz around your content by calculating how many clicks and views are resulting in relation to the number of shares.

Other metrics Po.st monitors include the locations of where your content is being shared and the channels that engagement is coming through (Twitter, Facebook, etc.). This information can help shed light on where your influencers come from and what channels they prefer to share your content on. In turn, you can make sure you are making your content prominent on these channels since you know there is already an affinity for a certain type of content.

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