As consumers we tend to think of social platforms less like applications and more like windows into our lives in terms of engagement. Different platforms have given way to provide us with ways to interact and socialize with the world around us. Yet on the technical side, or in the background, each of those emotional triggers via tap or click can be attributed to something tangible. Those tangible characteristics are the basis in which platforms such as Facebook and Instagram form a technical understanding of how social behavior online is measured. It's true that every single like, comment, and comment has "weight" in terms of technical value. These values are used in complex algorithms to predict how each platform might present the next post, picture, or advertisement to the user. Although it might seem trivial to the average user, a social media marketer should have a grasp of the concepts at play in order to implement the best strategy for a particular client. Analysis of not only reports, but of the behaviors of a particular account can provide tremendous insight into how users engage with your business. Do they "like" your photos but never comment? Do they quote your tweets and mention other users? Do they share Facebook posts that link back to your website? There are a myriad of observations that can be noted that are not accounted for in your typical social media report. An in-depth coupling of both reports and technical observations can give clients a holistic view of social media engagement.
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