For modern brands with an online presence, strong social media engagement is a sign that you’re making an impact in the market.

It’s not just about looking popular: it’s about making meaningful connections with current and future customers, which will serve to boost your brand (and ROI) both on and offline.

Read on for the ultimate guide to building, managing, and measuring social media engagement and all its business benefits.

What is social media engagement?

Social media engagement is the measurement of comments, likes, and shares.

Of course you want to rack up your followers, but ultimately, the greatest measure of social media success is an engaged audience, not just a big one.

As a business, it’s quality, not just quantity, that you should be striving for.

Imagine you threw a party, and tons of people showed up, but they all just sat there silently. No small talk, no dancing, no conversations, no questionable drinking games. Was the party really a success? The RSVP list looks good, sure, but did your guests have fun? Do they like your dip?

Activity and engagement is crucial for every social platform to build a positive brand experience, and develop meaningful relationships with new and potential future customers.