Hi, Ted Karczewski here with this week’s content and coffee with Brafton. Let’s talk about a new survey showing the effects of social media engagement that makes a case for evaluating content by its volume of social shares.

Anyone in the content marketing field – or interested in what custom content can do for their business – is familiar with the argument of quality or quantity.

It’s hard to say that a volume of low-grade media will make any brand look attractive to new and existing customers, but I think it’s important not rule out the impact of quantity, either. With the right resources in place and consultants on your side, you can be well on your way to producing enough branded content to drive first-time and repeat traffic back to your website.

This argument also carries over to social media marketing. People say the quality of social clicks or form completions matters, while the number of Likes or comments you get on each post may not. I disagree. Now I’m not saying overlook your socially assisted conversion metrics – they’re still important. But Likes play an invaluable role in your progression of your strategy.

SurveyMonkey discovered that content with more Likes, more RTs and more +1s generated additional interactions. Social users fall into a group mentality, where they feel obligated to engage with content on the verge of virality. In this case, volume means a great deal for businesses.

Now imagine you have the resource to produce a high volume of quality web content, and you publish the articles to your social profiles. If your work engages in the right ways, it will generate Likes, RTs and +1s. SurveyMonkey already showed us that interactions beget more interactions, thus amplifying your message on the web.

I suggest you bring quantity back into your analytics lexicon, but only if quality is already established in your work. The two work together more effectively than you may think!

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.