Our guess is that you started reading this blog post because you work with social media and put a lot of work into creating a community around your brand – and that you may not get the results you hoped for.
It is not uncommon for companies, only when they start working with social media, to realize how difficult it is to create engagement with their target audience. However, measuring their digital engagement has become increasingly important in recent years, as social media has a more important role in the market today. Let’s talk about why engagement on social media is so important for businesses today.
Why is social media engagement important?
Engagement on social media is any type of interaction that followers have with the content you share. The commitment is an indication that they are interested in your company or buying your products or services. A large part of today’s conversations between buyers and companies take place on social media, and therefore it is important to keep track of what is happening there.
It is also important to measure and monitor engagement, in part to discover potential new customers and to nurture existing ones. The engagement you get on social media also provides valuable information about how your brand and your products or services are perceived by your target group. What response your content receives can also help you realize what you are doing well, and what you can improve.
Why should you care about social media engagement?
Being active on social media is considered a hygiene factor for companies today, but it is not enough to post anything from time to time. That strategy will not generate followers or engagement. If you are not active on social media yet, here are some benefits you should be aware of:
– It is cost effective. No matter how big or small your marketing budget is, social media is a cost-effective investment. It’s free to create accounts and it’s free to interact with your target audience. If you want to get a boost in the number of followers, advertising on social media is an affordable option.
– You get great range. On all platforms, you can get in touch with millions of people around the world for free, or for a very small cost compared to other media.
– You can increase sales. Social media is a fantastic complement to your other marketing efforts. According to Webfx, surveys show that 74% use social media before making a purchase and 80% are tipped off about purchases through the platforms they use.
In summary, engagement on social media is a good indication of how your brand and your products or services are perceived.
How to increase your engagement on social media
Let’s start with a few basic rules and some tips on how to achieve your goals on social media!
Decide how often you want to publish and create custom posts per channel. On some channels, you benefit if you post often, such as on Twitter, while on Instagram you can notice that some posts easily disappear in the crowd if you post too often. Be realistic when setting your publishing goals, and keep in mind that quality is always more important than quantity. Also, do not forget the 80/20 rule: 20% of your content may be about your brand, but the remaining 80% should contain something of value to your target audience, such as educational or entertaining.
Use a scheduling and publishing tool. To facilitate your work, it is easy to schedule posts in installments, for example a week ahead of time. In this way, you become more efficient in your production and publishing, and do not have to worry about your channels echoing empty if something else suddenly appears. There are various tools to use, such as HootSuite, Buffer, Mention, or SocialPilot.
Media coverage of your commitment. It is important to answer if someone asks a question, leaves a comment or otherwise interacts with you on social media. Customers usually expect a response within an hour, so it’s important to be quick. Emojis are also worth answering – then you show your target audience that you appreciate them.
How to create a strategy for your engagement on social media
For best results, it is important that you have a strategy for the channels you are active on, and that you follow that strategy. The strategy can have different names; engagement strategy or community management strategy, and it should be linked to your overall social media strategy (that is, the one that determines the type of post you create). Try to make your strategy and goals as detailed as possible to get the most effective results possible. Here are some tips:
Decide what your goals should be and follow them. Your goals can be divided into sub-goals and overall goals. An intermediate goal can be to get an average of 10 likes per post, while an overall goal can be to increase your following by a certain percentage within a given time frame. Remember to continually go back to your strategy to ensure that you follow the goals you set.
Choose platforms carefully. You should not be active on all platforms just because you can. Think about where your target audience is and decide which channels your brand should focus on. The ideal is to post unique content on each platform, ie not to copy the same post to all channels. If this is difficult to achieve, then you may be active on too many channels. Once again: quality over quantity. Keep in mind, however, that it can be good to “claim” accounts so that no one else starts one in your company name.
Decide how you want to measure your commitment. Do you want more comments on your posts or do you want your followers to click through to your website? These types of goals are your KPIs, your key performance indicators. How you choose to meet your commitment depends on your goals: do you want to build awareness, increase conversions, or create conversations? Different goals require different KPIs and different ways of working.
Remember that everything you do on social media should be linked to your strategies: the type of posts you post and how you interact with your followers. Evaluate the goals you set on an ongoing basis, at least once a quarter, to ensure that you follow them and that they are still relevant – and adjust the goals if necessary.
What tone of voice should you have on social media?
It is important to get the right tone of voice on social media. Being consistent in your communication is important to represent the company in the right way. Companies that are consistent in their tone of voice have a 3-4 times greater chance of visibility than companies that are not consistent.
However, many companies are afraid to be personal in their communication, especially on social media. It is easy to appear inconsistent in your tone of voice if you talk in a different way on Instagram than on the website. But it is important to remember that being personal is not the same as being unprofessional. So do not be afraid to use slang or humor on social media. If you are unsure of what your brand’s tone of voice is or should be, then there is a survey from Sproutsocial that may be helpful. The survey shows that the most popular qualities in a company’s tone of voice are honesty, kindness, helpfulness and humor.
Be social and respond to all comments
By responding and interacting with your followers, you create a personal connection between you, and personal relationships are at least as important online as offline. Today, online interactions are equated with interacting with a person in real life. 70% of consumers claim to be more willing to engage with a company that manages its social media as a channel for customer service, and vice versa: if companies do not handle customer issues in a good way online, it is considered bad customer service which affects the reputation and can result in lost customers.
What not to do on social media
It is important not to share too much information too often, a rule of thumb is to always ask yourself what value the post gives your target audience. Always have a purpose for the content you share, and make sure it is linked to your social media strategy.
Also remember that engagement on social media is not always positive. Make sure you respond to all comments, even the negative ones. Your customers will notice if you do not respond in time, or do not respond at all, and you risk being perceived as a company that does not care about its customers.