It is everyone’s dreaded nightmare that they miss out on an opportunity in business or life. We are living in a world where to engage constantly is a pre-requisite to achieving our goals. By either creating a post on your Facebook to updating your feed or creating a story as a moment on twitter. The fear of missing out on the social media snow balling showcase is imminent if you do not constantly engage your target audience.


Certainly, B2B is traditionally LinkedIn territory and B2C is Facebook. Is this set-in rule of stone for engaging on social media? Certainly not! To open your content to various platforms means to tailor make your posts to that audience. What’s the difference between a B2B audience and a B2C audience? Be aware of their needs, wants, challenges, opportunities and disposable income levels. For you could cannibalise your offering to serve on different platforms different offerings and still keep your reputation of being the best in what you do!


A like, love, share, reaction or comment on Facebook coupled with tweets or replies on twitter could very well engage a multitude of people to your business. Even better someone commenting on your post and then sharing whilst tagging a friend drives awareness. So, what’s stopping you asking for a share or comment?


Randy Pausch, a professor of computer science illiterates that “the size of your audience doesn’t matter. What’s important is that your audience is listening?” The question is how do you know your audience is listening to you on social media? Followers and connections are not as important as engagement. Engagement is more measurable and is a solid target of growth. Engagement can be by likes, reactions and comments. Sharing with a comment is the best engagement strategy on social media.


On Instagram there are metrics on post reach, impressions and engagement. You can see your best performing stories and posts as well as demographics of your viewers such as gender, age and location. This form of analytics is only available in Instagram Business accounts though.


Twitter analytics gives you best performing tweets, organic and promoted impressions of your tweets, engagement rate, video activity, conversions, retweets, links, clicks, likes and replies. Facebook Insights shows metrics related to Facebook that are valuable to synthesis too.


We live in the big data era where every movement on social media can be analysed and a dashboard of metrics can show how effective your social media is in reaching your business objectives. Looking at what you have done so far through metrics allows you to re-adjust your social media strategy so that going forward the fear of missing out does not exist.


Funnily, the only channel which allows a dislike to be showcased is You tube. Key metrics in You tube include watch time, average duration, top videos, revenue (from ads), source of video and demographics on habits, age or gender.


The playful way to get your message across is now through the stickers available on these platforms- a shiny bright upward curved face to signify your elation in response to a comment or share can really bring a sense of personalised appreciation to the beating heart of your audience.


The fear of missing out on social media engagement is something that seizes to exist eventually as you learn through mastering metrics what content creates maximum engagement.