Social media engagement trumps popularity.

Having tons of fans and followers on social media sounds great, but what does it really mean? If likes aren’t translating into dollars spent, it doesn’t mean much. That’s why engagement gives you a more accurate sense of your popularity and reach. Pay attention to your social media posts: What gets the most traction? Do you notice any trends? Figure out what your online audience loves and cultivate that. Having an engaged niche audience is better than having a bunch of casual, disinterested followers. While you’re at it, rethink the social media platforms you’re on. Instead of spreading yourself (and your message) thin by posting everywhere, consider focusing your efforts on a few platforms where you have the most engagement.