We recently discussed the importance of measuring your social media activity. We have already touched on volume and reach, today we are going to delve into the topic of engagement. Engagement is one of the most important metrics to measure in your social media activities. Are your fans participating in the conversations of your brand? How are they spreading those conversations? Social Media content is relatively easy to share by using retweets (twitter) and shares (facebook) and it is easy to track who is distributing your content. With likes, comments and favorites you can see how your fans are replying to your content. It is important to track this data so you can tailor your messages to reach your target market. Are you more interested in interaction with your fans (think replies and comments) or spreading your message (think shares and retweets). It is also important to keep track of the content that is generating the most engagement so you can continue spreading your messages across the internet in an effective and efficient manner.