Engagement Gap
The Engagement Gap in social media is the discrepancy between the level of interaction that a brand, individual, or organization expects from their audience and the actual engagement they receive.
E = f(c, ts, a, a, r, t)
where c = content, ts = timing and scheduling, a = audience, a = activation (or lack thereof), r is reach, and t is truth (or quality of the audience). While you might consider degree of engagement in terms of likes, comments, or shares, engagement is really a spectrum, with different kinds of interaction representing different investment levels by the audience. Put simply, the Engagement Gap is the difference between expected and actual interaction levels. And when this gap is present—not accounted for by an increase in follower numbers, for instance—it represents a huge potential problem for marketers. If your brand's content is being seen and received but not truly engaged with, what does that mean for the content itself, the audience that's not acting, or the brand? With this in mind, let’s explore four probable causes of the Engagement Gap.
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