Analysis of Social Media Engagement Data for Small Business Marketing in Enugu State

Social media platforms have become essential marketing channels for small businesses in Nigeria, and data analysis of engagement metrics can help entrepreneurs make evidence-based decisions about content strategy and platform investment. This study analysed social media engagement data for 80 small businesses in Enugu State, South East Nigeria, across Facebook, Instagram, and WhatsApp Business accounts over a 12-month period. Business owners provided account insights data including post reach, likes, comments, shares, story views, and conversion rates through a structured data submission form. Descriptive statistics, correlation analysis, and regression modelling were applied to identify the strongest engagement drivers. Results showed that video content generated 2.8 times more engagement than image posts across all platforms. Posting frequency between 12 PM and 3 PM on weekdays was associated with 43 percent higher reach. Instagram showed the highest engagement rate per follower for fashion and food businesses, while WhatsApp Business generated more direct sales conversions for service providers. Businesses posting between five and nine times per week achieved significantly higher follower growth than less frequent posters. Emotional or storytelling content in captions was associated with comment rates 2.1 times higher than promotional captions. Most businesses lacked systematic tracking of cost-per-engagement metrics. Recommendations include training small business owners in social media analytics interpretation, developing a simplified engagement tracking template, and establishing a peer-learning network for digital marketing knowledge sharing among Enugu State SME operators.

Keywords: social media analytics, small business marketing, engagement data, Enugu State, content strategy