Presence

Visibility and activity – though not exactly the same thing – characterize a strong presence on social media. The measure of really being there and of being seen is crucial on each of the different platforms, since they all operate under the premise that a person or brand looking to be influential and meaningful in the digital space must also have a consistently recognizable identity across the spectrum of various social channels. This means not only participating but also doing so in a way that feels human and approachable.

Presence is a much-debated topic, but all will agree that it is not just about existing on social media but ensuring the account in question commands first trust and then recognition. From there, the account becomes more likely to be seen as an authority. This topic is even more debated in terms of what really makes up presence, which inevitably segues into a conversation about variations in the presence afforded by each of the platforms.

There are a few reliable indicators most understand to be present when presence is strong: Reach – the number of individual users that see a post; Engagement – the number of interactions (likes, comments, shares) that a post garners; Influence – the quality (and sometimes quantity) of the interaction, as some types signal a deeper and more authentic conversation than others; Trust – this is a hard nut to crack, as one major factor is how scalable the account really is – as in, how reachable it is without seeming overbearing; and Loyalty – does the audience stick around and keep paying attention to whatever nonsense the account might drop in their feeds?