{"id":53574,"date":"2016-01-19T16:29:36","date_gmt":"2016-01-19T15:29:36","guid":{"rendered":"https:\/\/www.humanlevel.com\/diccionario-marketing-digital\/engagement"},"modified":"2022-03-23T11:13:00","modified_gmt":"2022-03-23T10:13:00","slug":"engagement","status":"publish","type":"dicmarketing","link":"https:\/\/www.humanlevel.com\/en\/digital-marketing-dictionary\/engagement","title":{"rendered":"Engagement in marketing"},"content":{"rendered":"<h2>What is <em>engagement<\/em>?<\/h2>\n<p>The term <em>engagement<\/em>\u00a0is used in <a href=\"https:\/\/www.humanlevel.com\/en\/digital-marketing-dictionary\/digital-marketing-online-marketing\">online marketing<\/a> to refer to the degree of emotional involvement that a company&#8217;s followers have with all its communication channels, such as the website or social networks.<\/p>\n<p><strong>Its goal is to create real fans of your brand<\/strong> who want to buy your products, consume your content and recommend you to friends.<\/p>\n<p><iframe loading=\"lazy\" title=\"\u00bfQu\u00e9 es el ENGAGEMENT? | Diccionario de Marketing Digital\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/aowKDLUx7O4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2>How to measure <em>engagement<\/em><\/h2>\n<p><img loading=\"lazy\" class=\" wp-image-38873 alignright\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/que-es-engagetment.jpeg\" alt=\"what is engagement and how to improve it\" width=\"537\" height=\"358\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/que-es-engagetment.jpeg 500w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/que-es-engagetment-400x266.jpeg 400w\" sizes=\"auto, (max-width: 537px) 100vw, 537px\" \/><\/p>\n<p><em>Engagement<\/em> is one of the most important metrics to determine the success of your digital marketing strategy. Therefore, it is important not only to understand the concept but also to know how to measure and improve it<strong>.<\/strong><\/p>\n<p>There are many indicators related to <em>engagement<\/em>, such as page visits, <a href=\"https:\/\/www.humanlevel.com\/en\/digital-marketing-dictionary\/conversion\">number of conversions<\/a>, comments, &#8220;likes&#8221;, <a href=\"https:\/\/www.humanlevel.com\/en\/digital-marketing-dictionary\/newsletter\">newsletter<\/a> subscribers, among others. Deciding which <strong>KPI<\/strong> to choose <strong>will depend very much on the company&#8217;s strategy or objectives<\/strong>.<\/p>\n<p>The biggest challenge for companies is to increase the size of the community without decreasing its <em>engagement<\/em>. After all, having a large community in which the followers do not participate does not make much sense.<\/p>\n<h2>How to improve <em>engagement<\/em><\/h2>\n<p>To improve <em>engagement<\/em> we must take into account the different channels we are going to work with. <strong>Depending on the channel, we will apply one content strategy or another according to the audience profile, age, hobbies, tastes, etc. of that channel<\/strong>.<\/p>\n<p>Some recommendations applicable to all your channels are:<\/p>\n<ul>\n<li>Surprise your users.<\/li>\n<li>It provokes and encourages their interaction.<\/li>\n<li>Always respond to their questions or comments.<\/li>\n<li>Be interested in their opinion.<\/li>\n<li>Listen to them and encourage them to participate.<\/li>\n<\/ul>\n<p>Don&#8217;t forget that <strong>the concept of <em>engagement<\/em> goes beyond social networks<\/strong> such as Twitter, Instagram or Facebook. Every communication channel can and should generate <em>engagement<\/em>.<\/p>\n<p>Remember, <em>engagement<\/em> is in all your digital marketing actions.<\/p>\n<ul>\n<li>Generate interest in your company.<\/li>\n<li>Keep users&#8217; attention<\/li>\n<li>Take care of the health of your online community<\/li>\n<\/ul>\n<p>Evangelize your brand, since the success of your company will depend in most cases on recurring users.<\/p>\n<h2>Calculate Engagement Rate in social networks<\/h2>\n<p>The <em><strong>Engagement Rate <\/strong><\/em>or interaction rate is the indicator that allows us to measure <em>engagement<\/em>.<\/p>\n<p><strong>It is a very useful indicator to measure community engagement with the company or brand<\/strong>. The <em>Engagement<\/em> <em>Rate<\/em> formula varies depending on the social network, but in general terms it is calculated by dividing the total number of user interactions in a given period of time by the number of publications made in the same period. This figure should then be divided by the number of followers of the company in the social network, and multiplied by one hundred. <strong>The interesting thing about this indicator is that it allows us to compare the degree of involvement of users in each of the social networks and even compare different communities<\/strong>, for example, of our brand and the competition. This is possible because the formula takes into account both the publications made and the size of the community.<\/p>\n<p>To know the consolidated <em>Engagement Rate<\/em>, or in other words, the general engagement of the community, we must add up the <em>Engagement Rate <\/em>of all the social networks in which the company is present and divide it by the number of social networks. In this way we will obtain an average figure.<\/p>\n<h3>Measuring <em>engagement<\/em> on Facebook<\/h3>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-21752\" title=\"Formula to calculate the Engagement Rate on Facebook\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Engagement-Rate-Facebook.png\" alt=\"Formula to calculate the Engagement Rate on Facebook\" width=\"600\" height=\"214\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Engagement-Rate-Facebook.png 700w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Engagement-Rate-Facebook-400x143.png 400w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>To calculate the <em>Engagement<\/em> on Facebook we must divide the number of interactions we receive on the page in a given period of time, by the number of posts we have made during the same period. We then divide the resulting figure by the number of fans the page has and multiply it by one hundred.<\/p>\n<p>On Facebook, getting a good <em>Engagement<\/em> is of vital importance, as <strong>the EdgeRank, Facebook&#8217;s algorithm, is calculated based on this interaction indicator<\/strong>. To the extent that our page has a good <em>engagement<\/em>, Facebook will give greater reach to its publications among its followers, that is, the status updates will reach a greater number of fans of the page.<\/p>\n<h3>Measuring <em>engagement<\/em> on Instagram<\/h3>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-21761\" title=\"Formula to calculate the Engagement Rate on Instagram.\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Engagement-Rate-Instagram1.png\" alt=\"Formula to calculate the Engagement Rate on Instagram.\" width=\"600\" height=\"214\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Engagement-Rate-Instagram1.png 700w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Engagement-Rate-Instagram1-400x143.png 400w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>To calculate <em>engagement<\/em> on Instagram we must divide the number of &#8220;Likes&#8221; and the number of comments received in a period of time, by the number of photos published in the same period. We will then divide the figure we obtain by the number of followers of our Instagram account and multiply it by one hundred.<\/p>\n<h3>Measuring <em>engagement<\/em> on Twitter<\/h3>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-21753\" title=\"Formula to calculate the Engagement Rate on Twitter\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Engagement-Rate-Twitter.png\" alt=\"Formula to calculate the Engagement Rate on Twitter\" width=\"600\" height=\"214\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Engagement-Rate-Twitter.png 700w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Engagement-Rate-Twitter-400x143.png 400w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>To calculate <em>engagement<\/em> on Twitter we must divide the number of mentions and retweets in a period of time by the number of tweets we have made in that period. We will then divide the resulting figure by the number of followers of the Twitter account and multiply by one hundred.<\/p>\n<h3>Measuring <em>engagement<\/em> on Linkedin<\/h3>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-21757\" title=\"Formula to calculate Engagement Rate on LinkedIn\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Engagement-Rate-LinkedIn.png\" alt=\"Formula to calculate Engagement Rate on LinkedIn\" width=\"600\" height=\"214\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Engagement-Rate-LinkedIn.png 700w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Engagement-Rate-LinkedIn-400x143.png 400w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>To measure <em>engagement<\/em> on LinkedIn, we must add up the interactions received on this social network, i.e. the number of times we are recommended, the number of times our content is shared and the number of comments. We will divide the total number of interactions received with the number of publications made in the same period. Finally, we will divide the figure we obtain by the number of contacts we have on LinkedIn and multiply it by one hundred.<\/p>\n<h2>References on <em>engagement<\/em>:<\/h2>\n<p><a href=\"http:\/\/tristanelosegui.com\/2015\/06\/15\/que-es-el-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">What is engagement and what is it for?<\/a> &#8211; Trist\u00e1n El\u00f3segui<\/p>\n<p><a href=\"https:\/\/emplifi.io\/resources\/blog\/engagement-rate-a-metric-you-can-count-on\" target=\"_blank\" rel=\"noopener noreferrer\">1427 engagement rate a metric you can count on<\/a> &#8211; Socialbakers<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn what engagement is, how to measure it and how to improve it in your company with this post of our&#8230;<\/p>\n","protected":false},"author":32,"featured_media":57206,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"area":[409],"letra":[386],"class_list":["post-53574","dicmarketing","type-dicmarketing","status-publish","format-standard","has-post-thumbnail","hentry","area-contents","letra-e"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Engagement in marketing: What is it and how to improve it? 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