Recently Facebook have added a new engagement option to all wall posts called “Share” that lets people share the content on their own wall. This can have a massive viral effect because the content now has the option to show up on the news feeds of hundreds of other people. We have given this new feature a higher engagement weightage than comments based on the fact that someone sharing the content really wants to be associated with it and your brand and it has the potential to increase you number of fans.
Now that Facebook has opened their API to allow Unmetric to gather the numbers on this new option we have updated our application so that you can also gather the number of shares your content is getting and compare it to how your competitors are doing. The screenshot below shows the engagement scores from a few of the most recent posts by Coca Cola on their Facebook page which features the new Shares metric. As you can see, Coca Cola know a thing or two about engaging their audience with one of the highest engagement scores we’ve seen!
As a social media marketer your job now is to get people to share your content which means creating exceptional content that people feel happy to share and associate themselves with. One of the best ways to figure out what gets shared the most often is to look at what your competitors are having success (or failure!) with and then apply it to your own content strategy. Thanks to this latest update from Unmetric, knowing what your competitors are doing and achieving results with is easier than ever before.
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