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June 2020
Micro-engagements Now Available on CORE
Micro-engagements Now Available on CORE

WHAT'S NEW - JUNE 2020

Linda Maruta avatar
Written by Linda Maruta
Updated over a week ago

Micro-engagements are now available as a separate metric for all your Plugged-in CORE profiles.

When you post something on social media, your public audience will only ever see who has interacted with your content, either by replying, commenting, liking or retweeting that post. What’s not publicly visible are the other types of interactions people have with that post: these can be profile clicks, link expands, posts expands, etc.

On CORE, we’ve always provided you with a view of micro-engagements, but this was only in the Content Stats line graph and excel export, as shown below, but today we are bringing you a much more granular view of those important interactions for your owned, Plugged-in profiles.

What this update means is that you can now see this very useful metric anywhere in the Content section on CORE, giving you another lens to gauge your content’s performance and understand which content is best for each of your Plugged-in profiles.

For example, you can now quickly see which of your posts are getting the most micro-engagements as well as understand whether or not people tend to engage with your content more through clicks and expands, and less through the traditional ways of engaging, such as replies, likes and comments.

You can find this new metric in the Content tab, in the following sections:

  • Key Numbers Dials - Next to your regular engagements, you can now see the total number of micro-engagements you have received over any given time period. This is a useful view as it also allows you to see how your audience might still be engaging with some old posts that you published in the past. So they might not necessarily be commenting, retweeting or liking those old posts anymore, but are still clicking on them, or clicking on the links in the posts, and going to your profile.

  • Best & Worst Performing Posts - In this section you can switch between the two engagement metrics, for example, see tweet performance by engagements, or see tweet performance by micro-engagements.

  • Creative Tab - In this section you can toggle between Format, Hashtags, Copy and Images and see:

  • When you post content that includes certain media formats, (links, videos or images), which of those generate the highest micro-engagements versus regular engagements.

  • When you use certain keywords and hashtags in your posts, which terms tend to get the highest number of micro-engagements, versus traditional engagements.

  • And when you include images in your content, which concepts work best and generate the highest micro-engagements, versus regular engagements.

  • List All Posts - In this view you can sort your posts by those that have received the highest number of micro-engagements.

  • Tags - The tagging feature on CORE is an efficient way to group and categorize posts related to specific campaigns, and see how those posts are performing. Now you can group your posts and see for example, which campaigns generate more micro-engagements than regular engagements.

What are Micro-engagements?

When you post something on social media, your public audience will only ever see who has interacted with your content, either by replying, commenting, liking or retweeting that post. What’s not publicly visible are the other types of interactions people have with that post. These can be profile clicks, link expands, posts expands, etc. When you are using Twitter, Facebook, Linkedin and Instagram analytics, these additional metrics are always available and factored into your total engagements, and impressions count, and this is what we term micro-engagements, as shown below.

Why not add this to my total engagements to get one figure?

Well we thought about this, but the main reason why we have kept this separate is so that you can continue to make some fair comparisons between your owned profiles and competitor profiles as we don’t have micro-engagements data for public competitor profiles.

On what channels can I get micro-engagements?

Micro-engagements are available for your Plugged-in Facebook, Instagram, Twitter and Linkedin profiles. Youtube and Google analytics will not show this data.

Why are micro-engagements important?

While some of your content will get plenty of shares and likes, micro-engagements signal more subtle behaviours that are often less visible for social teams: a user clicking through to your profile might mean they are starting to get to know your organization, for instance. The image below illustrates this very well: see how certain content can generate a lot of comments and likes, but when it comes micro-engagements, the top content view changes quite significantly.

Any special considerations?

  • Historical micro-engagements data is not available, therefore you will be able to see this new metric from now onwards.

  • Micro-engagements are not available for Youtube and Google Analytics.

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