We recently shared an infographic and article that detailed eight steps to launch your social media strategy. Many of you have already launched your social media strategy but may not be seeing as much engagement as you expected. Some of that may be filtering algorithms within the platforms. Facebook, for example, would much rather you pay to promote your content than display it forthright to anyone who follows your brand.
It all starts, of course, with making your brand worth following.
Why Do Consumers Follow Brands Online?
- Interest – 26% of consumers say the brand fits their interests Tweet This!
- Offering – 25% of consumers say the brand offers high-quality products or services Tweet This!
- Personality – 21% of consumers say the brand fits their personality Tweet This!
- Recommendations – 12% of consumers say the brand is worth recommending to friends and family Tweet This!
- Socially Responsible – 17% of consumers say the brand is socially responsible Tweet This!
That said, if you’re not seeing the engagement you’re expecting, this infographic from Branex, 11 Social Media Engagement Boosting Tactics That Actually Work, details some tactics that you can use:
- Master your target audience – Figure out what matters most to your audience by observing other content that’s been shared and commented on the most… then utilize the same strategies. I love using tools like BuzzSumo and SEMRush for this. At a minimum, you can review search results and forums, too.
- Customize your posts for each social media platform – Optimize your video, imagery, and text for each platform. I’m always surprised when I see someone publish a great image… only to see it cut off in the application because it wasn’t optimized for viewing on the platform.
- Surprise people – Consumers love to share facts, statistics, trends, research (and memes) on social media, especially if they’re interesting or challenging insights.
- Create content that has high engagement – Given the choice between frequent updates or amazing updates, I’d rather my staff and clients spend more time and do an amazing update that grabs the attention of the audience.
- Work with social influencers – Influencers have the trust and engagement of your audience. Tapping into them through partnerships, affiliate marketing, and sponsorships can drive their audience to your brand.
- Provide a clear call-to-action – If someone discovered your latest tweet or update, what do you expect them to do next? Have you set that expectation? I continue to warn against hard selling within social updates, but I do love teasing a trail back to an offer, or providing a call-to-action in my social profile.
- Find the best time to post – You may be surprised at this one, but it’s not always about when you publish, it’s about when folks click-through and share the most. Be sure you’re staying ahead of that curve. If, in the afternoon, click-rates are higher… then be sure to publish by noon in the time zones of your customers.
- Use live videos on Facebook – This is the one strategy that isn’t pay-to-play (yet) and that Facebook continues to promote aggressively. Take advantage of this and go live periodically with some great content for your audience.
- Join relevant groups – LinkedIn, Facebook, and Google+ have some incredible, lively groups with a huge following. Publish information of value or start a great dialogue in those groups to position yourself as a trustworthy authority.
- Share great content – You don’t have to write everything you share. As an example, this infographic wasn’t designed nor published by me – it was done by Branex. However, the content and tips it includes are highly relevant to my audience, so I’m going to share it! That doesn’t take away from my authority in the industry. My audience appreciates that I discover and find valuable content like this.
- Ask for feedback – Shifting an audience to a community requires dialogue. And shifting a community into advocates requires a ton of hard work. Ask your audience for feedback and respond to it promptly to grow your social media engagement!
Here’s the full infographic from Branex: