Is Social Media engagement your weak point? Don’t let your online social media marketing efforts fail because your social media outreach isn’t where it needs to be! Here are some simple steps to help your business see the return it deserves. Engaging your followers is extremely important for your social media presence, though it seems like common sense.
In social media, there is a delicate balance between being social and being social media. It’s not enough to just post content on your page and hope people find it.
What is Social Media Engagement?
This means that the social aspect of social media needs to be in tune with the engagement part of it, if success is desired. If someone posts an update on Facebook or tweets about something they like, then reply back with more information about what they liked or retweet their post for them (or both). The idea is to get people engaged in conversations rather than posting at them one time only. When interactions happen naturally like this, it creates interest and keeps social media users coming back. This keeps the accounts active and visible, which are crucial to your success. It may seem simple enough to just post on every once in a while but if others are not responding, then the social aspect is simply not there yet.
The Goal of Social Media Engagement
Engagement is social media’s key to staying alive. It makes social media accounts stick out in feeds and it gets people interested in social media content.
More than just posting social media updates, engagement is an ongoing conversation with social following that keeps their attention and interest on social media. The goal of engagement is not only to get social following involved, but to get social following interested. Think of social media engagement as social media’s version of online dating; social posts are the visual profiles, social following is the number of ‘likes’ received or numbers on match.com, and engagement is getting people talking to each other.
What Makes Social Media Engagement Essential
Engagement can be social media’s most important feat, especially in social media management. Engagement is social media’s answer to popular social networks like Facebook and Twitter because it involves social following more than ever before. Social engagement is social media’s one-on-one interaction with social following.
It creates a social presence that will keep people engaged on social media long after social media updates are posted. Not only is social engagement social media’s answer to social networks, but it also helps social media users find what they are looking for on social platforms. Engagement helps social following find the true value of social media by increasing traffic, clicks, and views. The end result? Higher popularity because people are not only social following updates, but social engagement too.
15 simple steps to social media engagement:
1. Social Media Analytics
Using analytics tools and depending on your social media platform you can determine how your pages are doing for specific social media metrics. These include:
- Number of likes, shares, and comments
- Reach (expressed in impressions or unique reach)
- Click through rate (CTR)
- Social media cost per engagement (the social media rate you pay every time a user engages with your content)
- Social media cost per follower (the social media rate you pay every time someone follows your page)
- Social media cost per link click (the social media rate you pay for each time your content is clicked on to get to another site)
2. Post Content on Social Platforms
If you’ve only posted social media content once, expect your engagement rate to be very low. That’s just the way social media works – it takes time for people to get used to seeing your presence on social media. Don’t worry, though. The longer you stay active on social media, the higher your social media rate will get.
3. Post your content during your audience’s peak hours
You’ll have a better time increasing your social media engagement if you post your content during your audience’s peak times. Just like with your blog, your content can be optimized for a certain social media platform by posting it at the right time of day. For example, people are more likely to share your content on Facebook if you post your blog entries in the evening when they’re browsing social media from home.
4. Post your content during your audience’s peak days
Just like with your audience’s peak times, your content can be optimized by posting it at the right time of year. For example, people are more likely to share your blog posts on your LinkedIn page during your audience’s vacation time.
5. Post your content during holidays
Posting your content during holidays can help you increase your social media engagement rate. Since most people are watching television or spending time with their families during the winter months, your blog posts will really stand out when your audience is on social media.
6. Post your content during your industry’s seasons
Just like with your content, your audience is more engaged with your pages during certain times of year. For example, a ski resort might see a surge in their social media engagement at the beginning of winter when people start looking for ski lessons and discounted lift tickets.
7. Use your target audience’s language when you post your content
When your target audience interacts with your posts, they’re more likely to do it in their own language. For example, if your blog is optimized for Spanish speakers, your Pinterest page should be in Spanish too instead of your regular blog’s language.
8. Post your content with your audience in mind
Your language should be edited accordingly to get your point across to your audience the best way possible. For example, if your Pinterest page is not in Spanish, then your blog posts that are optimized for sharing on Pinterest should be edited to include your audience’s language.
This could be as easy as including your audience’s slang words or inserting familiar Spanish phrases.
9. Get your audiences’ attention before your post your content – Social Media engagement strategy
Social media engagement is the result of your audience seeing your content and interacting with your pages so they can see more of your posts in their feed. To increase this social media engagement, you have to get your audience’s attention before your post your content.
For example, if your audience is on Facebook during the morning hours, your post could be something like “Good morning! Have a great day!” or “Are you ready for work?” in order to get your audience’s attention and increase your rate.
If your audience is on Twitter during their lunch, your post could be “It’s almost lunch time!” to get your audience’s attention and increase your rate.
10. Network and Interact with Social Following
When your audience engages your social platforms, their friends and family members are more likely to engage with your content. For example, your audience’s extended network might pay attention to your blog posts if their friend shares your page on Facebook because they want to know the same things as the person who shared it.
11. Ask your self these questions
When you’re posting, ask yourself these questions:
- What type of content does your brand typically post?
- What time do most people share your social media posts?
- How should your content be optimized for your brand’s social media platforms?
- When should your posts be shared and why?
If your audience rarely engages your posts, there might be a reason why you need to change your strategy. Your engagement will decrease if your pages are inactive or your content isn’t relevant to your audience.
12. Join Conversations on Social Media – Use Social Media as a Customer Service Tool
When your audience is on social media, your brand can get in on the conversation surrounding your industry by weighing in with your thoughts. For example, if your social media post is about technology and your audience has question about a new phone or computer, your company’s Twitter account should respond to your audience’s questions.
13. Check your social media response time
If you want your audience to engage your content, your brand’s social media pages should respond in a timely manner so your audience knows you’re paying attention to them. If your audience has a question about your company and your brand doesn’t respond for several hours or days, chances are your engagement will decrease because your audience will think your pages are inactive.
14. Interact with your competition’s brands
When your brand is on social media, you can interact with your competition’s brands by replying to their posts or tweeting about them in order to get your audience’s attention and increase your engagement.
If you want your readers to know your brand more personally, you can write your responses in first person instead of third-person or using your brand’s voice, which can also help a lot with your brand awareness.
If your social media engagement is low because people think your content is spammy or irrelevant, your audience might start to unfollow your pages instead of engaging your posts so they don’t have to see your content in their feed unless your brand’s content is more relevant to your audience.
Your engagement rate will increase when your audience wants your social media posts rather than your audience being obligated to share your content because they have to see it in their feed. However, if your post is directly about your brand or product, your customers are more likely to engage your relevant content because your audience wants your posts. If your post is more about your industry or your customers, your audience might not be as likely to share your content unless they know the person who shared it.
Evaluate your social media engagement and your audience’s habits on your social media platforms, and adjust your strategy accordingly. By doing this, your rates will increase and your customers will like your brand more because they know you’re listening to them and trying to make your content more relevant and engaging for them.
15. Start Creating Content for Social Engagement
After you’ve identified your brand’s social media audience, your tone of voice, and your key hashtags, it’s time to start creating content. Don’t focus on engagement at this point (that comes later). Right now, your goal is just to create compelling content that your audience will want to see. Your social media strategy needs a foundation, and your social media content is your foundation. So make your content great!
If your goal is to drive engagement, your best bet is to create real, valuable, engaging content to improve your social media.
Don’t just post sales promotions or coupons — your audience will tune out pretty quickly if they think you’re only posting so you can sell things. You want your audience to look forward to your posts, not dread them.
At this point, your #1 priority is to create content that your audience will love! It should be actionable and relevant to your brand. And your posts should also lead your audience down the marketing funnel from awareness towards engagement and eventually conversion.
In a nutshell: create your content strategy, get your social media profiles set up, get your social media audience identified… and then start creating your great content!
Don’t just create your content and hope your audience finds it — your do your research and get informed about your audience. From there, you can better focus your efforts on creating really valuable content that your audience will enjoy and look forward to! And the big payoff: your engagement rates will increase and you’ll start building a following of loyal customers.
And your #1 priority at this point is to focus your efforts on creating your content. Don’t worry about engagement rates or shares — your content will speak for itself if it’s truly valuable.
Asking for help is fine, talk to us!