Your social media strategy should be focused on your audience. And as such, you should be posting things that they want to see. But how do you know if you're posting what they're looking for? The best way to tell is to look at your engagement.

Posts that get the most interaction are good indications that they resonate well with your audience. While this shouldn't be your only gauge, but it should be a strong one. You should also focus on different types of engagement and how they likely reflect how your audience is reacting to your posts.

If a certain style of post is getting high levels of likes, chances are your audience was entertained by and enjoyed the post. If a post generated lots of conversation, it's likely that your audience was triggered emotionally (either positively or negatively) to connect with you. And, if your post was shared in large frequency, it's possible that your audience found this information extremely valuable.

With different types of engagement often signalling different types of value, it's important to ensure that you are aiming to reach all of these levels of engagement, and not just one of them.

So, what if you aren't getting any engagement on your posts? Does it mean it's not what your audience wants? Not necessarily. It's possible that you have shy followers who don't necessarily like to display their approvals through online interaction. This is where analysis of your traffic is important.

If you write a blog that you share to your social media sites, you should be reviewing your website analytics to determine how much traffic is coming to your blog from your social media shares. No traffic could mean your blog posts aren't resonating with your audience.

One way, with the new Facebook Insights, to determine if your Facebook posts are what your audience is looking for, is to look at the clicks your posts are getting. If you go to the Posts tab on the Insights, you can see not only the engagement, but the amount of clicks a post receives. This a great way to determine if you audience appreciates your posts.

It's also possible that, if you're not getting a lot of engagement, you're posting at times that your audience isn't active. Again, insights and analysis are key to ensure that you're posting when they are online! Your content could be great, but if no one sees it, what good is it really?

However, if you are posting multiple times a day and you have hundreds of followers and you only have 10 people interacting with your posts, you should really step back and find out why. Most people on social media are active and engaging and they want to connect with you. So if you don't have the engagement and the traffic, you might not be posting what your audience wants to see.

It's also important to remember that your audience is both human and ever-changing. New fans are joining and people's habits may change. You should be regularly engaging your audience for feedback to ensure you're giving them what they want. Don't be afraid to ask them what they would prefer to see in your posts. Giving them buy-in on the decisions will increase their chances of interacting with the posts.

Social media is your opportunity to create a relationship with your audience. And the best way to do that is to connect with them and share with them what they value. Even if you think you're giving what they want, you very well might not be. Focus on them, give them what they really want, and they will focus on you!