A solid content strategy is essential for success – and social listening can play a crucial role in the creation and development of your strategy. Imagine this: you’re the marketing manager of a travel brand, your website has just been redesigned, your blog is looking beautiful and your social media channels are primed and ready. […]
How to drive success in social media engagement
- Facebook alone has 2.5 billion monthly active users
- 66% of Facebook users like or follow a brand on the platform
- People are 26% more likely to view ads on Twitter than on any other leading platform
- 90% of Instagram users follow a business on the platform
- Marketers are increasing their investment in this space, with social media ad spend surpassing $89 billion (£68.7 billion) in 2019
If you’re well aware of the potential of these channels but just don’t know how to make the most of it, here are some of the things you should be doing to earn more engagement:
Post, post, post
The more content you post on social media, the more opportunities you have to engage with your audience. Going for even a few days without updating your social profiles and giving your customers something new to discover increases the risk of your brand getting lost in the crowd and eventually being forgotten.
While it’s important to post regularly, you also need to be wary of the risk of overposting, since you don’t want to bombard your followers so much that they get sick of you. It’s therefore worth doing some research into how often you should be posting.
Social media is a fast-moving, reactive space where brands can engage with their customers and have discussions in real-time. That makes it ideal for answering people’s questions and addressing issues that, left unrecognised, could hinder your customer relationships and jeopardise future business.
You should take every opportunity to respond to queries on social media and offer help to your customers when they need it. This will boost perceptions of your brand and strengthen your audience relationships.
Don’t focus on yourself
Generally speaking, people don’t log onto their favourite social channels to hear businesses talking about themselves and promoting their products, with the possible exception of global superbrands like Nike and Apple.
You’ll have much more to gain from being outward-looking and thinking about what your customers are really interested in. If you come across a relevant, valuable piece of third-party content that will help your audience in some way, sharing it will fuel engagement and boost brand loyalty.
One of the best things about social media is that it gives you an opportunity to give your brand a human, relatable voice. People are used to informal, casual conversation on social channels, so businesses have the freedom to relax and have a bit of fun with their audience.
Taking a light-hearted approach to your social content shows your customers that there are real people with a sense of humour behind your marketing.