How to Use Social Shares Data to Increase Comments

27 Apr- 10 min read

In the constantly evolving world of social media marketing, understanding how data can be leveraged to maximize engagement is an essential skill. Social shares and comments are two of the most important metrics to evaluate the success of your content strategy. This article delves into how to use social shares data to increase comments on your content. We’ll explore the relationship between social shares and comments, the importance of both, how social shares influence comments, and strategies to increase comments through social shares.

Understanding the Relationship Between Social Shares and Comments

Social media has become an essential part of our daily lives, and it has also become an integral part of marketing strategies for businesses. Social shares and comments are two important metrics that businesses use to measure the success of their social media campaigns. While both indicators are important, they serve different purposes and can provide different insights into audience engagement.

Social shares are typically indicative of how many people liked your content enough to reference it to their network. When someone shares your content, it exposes it to their followers and their followers’ followers. This can increase brand awareness and create a ripple effect of engagement. Social shares are important because they can help extend the reach of your content beyond your immediate audience.

The Importance of Social Shares

When a post is shared, it is more likely to be seen by a larger audience, increasing the likelihood of receiving comments. Therefore, tracking social shares can provide insights into which posts are likely to be successful and bring in more comments. Social shares can also be useful to identify high-performing content to inform future strategies. By analyzing social shares, it is possible to identify which posts are resonating with your audience and tailor future content accordingly.

However, it is important to note that social shares do not always equate to genuine engagement. Some users may share a post without actually reading it or engaging with it in any meaningful way. Therefore, while social shares are important, they should not be the only metric used to measure the success of a social media campaign.

The Importance of Comments

Comments, on the other hand, reflect genuine engagement and allow for direct interaction between the audience and content creator. Comments can provide valuable insights into audience opinions and thoughts. They can also spark conversations and foster a sense of community around a brand or topic.

However, the number of comments on a post does not necessarily reflect how well-received it was. Some posts may receive a lot of comments, but they may not necessarily be positive or indicative of engagement. It is important to analyze the sentiment and quality of comments to truly understand audience engagement.

Identifying High-Performing Content

By analyzing social shares, likes, and comments, it is possible to identify high-performing content. This can be instrumental in creating future content strategies that engage the audience. A social media analytics tool such as Google Analytics or Buzzsumo can provide valuable insights into metrics such as shares, likes, and comments. By analyzing the data, you can spot patterns and understand what type of content resonates with your audience, and tailor future content accordingly.

In conclusion, social shares and comments are both important indicators of engagement, but they serve different purposes. Social shares can help extend the reach of your content and identify high-performing content, while comments reflect genuine engagement and allow for direct interaction with the audience. By analyzing both metrics, businesses can gain valuable insights into audience engagement and create content strategies that resonate with their audience.

Analyzing Your Social Shares Data

Once you have the data, the next step is to understand what it means. Here are some key metrics to look for:

Social media has become an integral part of any successful marketing strategy. With millions of people using social media platforms daily, it’s essential to track your social shares data to understand how your content is performing. Social shares data can help you identify what content resonates with your audience, what social media platforms are driving the most traffic, and what changes you need to make to your content strategy.

Identifying Key Metrics

The first step is to identify the key social media metrics that resonate with your business goals. As important as social shares and comments are, they might not be the key metrics that matter to your business. For example, are you aiming to increase brand awareness or drive traffic to the website? Once you’ve identified the metrics that matter to your business, you’ll be better equipped to identify patterns in your data.

For instance, if your goal is to increase brand awareness, you might want to track metrics such as reach and impressions. On the other hand, if you want to drive traffic to your website, you might want to track metrics such as click-through rates and referral traffic from social media platforms.

Using Social Media Analytics Tools

Using a social media analytics tool can make it easier to understand your data. Google Analytics and Buzzsumo are two popular tools that can provide insights into social shares, comments, and other metrics. Both tools provide analysis of social media data, allowing you to track activity across all social networks.

Google Analytics provides a wealth of information about your website visitors, including their demographics, interests, and behavior. You can use this information to create content that resonates with your target audience. Buzzsumo, on the other hand, allows you to analyze the performance of your content on social media platforms. You can see which content is getting the most shares, likes, and comments, and use this information to refine your content strategy.

Interpreting the Data

Interpreting data can be tricky, but it’s essential to making informed decisions about your content strategy. One way is to track changes over time. If the number of social shares and comments on a post increase, it may indicate that your post has resonated with your audience. If the number of social shares decreases, it might be a sign that your strategy needs adjustment.

Another way to interpret your data is to compare it to industry benchmarks. Many social media analytics tools provide benchmarks for different industries, allowing you to see how your performance stacks up against your competitors. You can use this information to identify areas where you need to improve and areas where you’re excelling.

In conclusion, analyzing your social shares data is crucial to the success of your content strategy. By identifying key metrics, using social media analytics tools, and interpreting your data, you can create content that resonates with your audience, drives traffic to your website, and ultimately, helps you achieve your business goals.

Strategies to Increase Comments Through Social Shares

Now that you’ve studied the data, you can use the insights to inform strategies to increase comments. Here are some ideas:

Creating Engaging Content

In order to increase social shares and comments, your content needs to be engaging, relevant, and informative. By understanding the data, you can create content that resonates with your audience. Try experimenting with different types of content such as infographics, how-to guides, or listicles, and monitor metrics to see which types of content drive engagement.

It’s important to keep in mind that creating engaging content is not a one-time effort. You should continuously analyze your audience’s behavior and preferences to ensure that your content remains relevant and interesting. You can also use social listening tools to monitor conversations around your brand and industry, and use that information to create content that addresses your audience’s needs and interests.

Encouraging User Interaction

Encouraging user interaction can increase the likelihood of receiving comments. Ask your audience to share their thoughts or opinions, and ensure that your posts are interactive. For example, ask open-ended questions that invite discussion, or create polls and surveys. By prompting user interaction, you can increase the number of comments on your posts.

Another way to encourage user interaction is to respond to comments and engage with your audience. By acknowledging their comments and answering their questions, you can create a sense of community and encourage more people to join the conversation. You can also consider hosting live Q&A sessions or Twitter chats to facilitate direct conversations with your audience.

Leveraging Influencers and Partnerships

Leveraging influencers and partnerships can extend the reach of your content and increase the likelihood of receiving comments. By partnering with influential people or brands, you can leverage their audience and gain exposure. Influencers can help create brand awareness and drive engagement by sharing your content with their audience. Additionally, partnerships can create a collaborative environment where users are encouraged to share their thoughts and opinions.

When selecting influencers or partners, it’s important to choose those who align with your brand values and target audience. You should also ensure that the partnership is mutually beneficial and that both parties are invested in creating valuable content for their audiences. By building strong relationships with influencers and partners, you can create a network of advocates who will help promote your brand and increase engagement.

Optimizing Your Content for Social Sharing

Creating engaging content is important, but it’s equally important to optimize your content for social sharing. Here are some tips:

Crafting Shareable Headlines

The headline is typically the first thing that people see when they come across your content. Therefore, it’s essential to craft a headline that is both informative and attention-grabbing. Make sure your headline accurately reflects the content of your post, and use words that are likely to catch your audience’s attention. Keep in mind that headlines that elicit emotions such as anger, surprise, or amusement are more likely to be shared.

For example, if you’re writing an article about the benefits of meditation, a headline like “10 Surprising Benefits of Meditation You Need to Know” is more likely to attract attention than a generic headline like “The Benefits of Meditation.”

Utilizing Visuals and Multimedia

Visuals and multimedia can increase the likelihood of social shares and comments. People are more likely to engage with posts that contain visuals such as images, videos, or infographics. Make sure your visuals are high-quality and relevant to the content of your post.

For instance, if you’re writing a post about a new product launch, including a video showcasing the product’s features and benefits can help increase engagement and shares. Additionally, including images or infographics can make your post more visually appealing and shareable.

Implementing Social Sharing Buttons

Make it easy for people to share your content by implementing social sharing buttons. By making it easy for people to share your content, you increase the likelihood of receiving comments. Additionally, social sharing buttons can help extend the reach of your content by allowing people to share it on multiple social networks.

Some popular social sharing buttons include Facebook, Twitter, LinkedIn, and Pinterest. By including these buttons on your post, you make it easy for readers to share your content with their followers and friends.

Another way to encourage social sharing is by including a call-to-action at the end of your post. For example, you could ask readers to share their thoughts in the comments section or share the post with their friends on social media.

Overall, optimizing your content for social sharing is essential for increasing engagement and reaching a wider audience. By crafting shareable headlines, utilizing visuals and multimedia, and implementing social sharing buttons, you can increase the likelihood of your content being shared and commented on.


Using social shares data to increase your comments requires a combination of data analysis, relevant content creation, and optimization for social sharing. By understanding the relationship between social shares and comments, identifying high-performing content, and leveraging influencers and partnerships, you can increase engagement and drive business goals. By implementing the strategies outlined in this article and continuing to monitor and analyze your data, you will be on the path to success.

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