Meneesha Govender offers advice on social media engagement.
The success of a social media campaign correlates strongly with engagement. Do people like what you post? Are they engaging with you on your posts? Are they sharing what you say?
Likes, comments, shares, debate – they all signal engagement and they’re good for your brand, even when someone does not necessarily agree with your point of view.
So, if you want people engaging with your content and your brand, you should be paying careful consideration to what type of posts your audience will relate to.
There are a ton of ideas out there that could help you find the right type of post to generate the best engagement with your brand. My favourite three are personalising my posts, creating a series and calls to action.
While posting consistently on social media is important, this isn’t enough to build a brand’s audience and keep them interested. Sharing a success, sharing a milestone … these things matter.
Personalising your brand is one of the best ways to encourage engagement.
Whether it’s a picture of my cat Zeke or an anecdote about myself, I’ve learnt that my audience is very interested in the human side of my brand. Telling my story or sharing a snippet of my life makes my brand more relatable to my audience. Is it the same for you?
Series posts are a group of posts based on a single theme, topic or event. Each post can work independently, but together, all the posts tell a fuller, more comprehensive story.
Series imply curation and thought rather than a lot of random posts thrown into your feed. They also give you an opportunity to interact regularly with your audience, on a particular topic.
Call to action
Everyone has an opinion and many would like to share that opinion with their favourite brands. It gives them a sense of being included. And what better way to hear what your followers think as well as get them involved than through a poll? Polls can be used to engage with your audience, conduct research among your followers and even run giveaways. And some social media platforms like Facebook, Twitter and Google+ allow you to carry them on your feed.
Engaging with your audience should always be front of mind in any social media campaign. Successful brands do this well. Have you noticed other great ways brands encourage engagement on social media?
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