In the modern world, the social media presence of any and every brand or enterprise has become essential. The needs and benefits of social media have increased in such a manner that it is almost crucial for all companies selling goods and services to have a certain amount of social media engagement.
To grow your brand (and achieve a higher ROI), not only do you need a proper social media representation, but also you have to build meaningful relationships with current and future customers.
More often than not, casual viewers end up buying products that they find appealing. Therefore, a nicely decorated and attractive social media presence is encouraged. Conversely, poorly handled social media accounts or pages would not attract viewers, and your company or brand would end up losing potential customers.
In addition to building customer-brand relationships, social media engagement strengthens brand loyalty since the customers are in constant touch with your posts. It also increases word-of-mouth advocacy as people tend to share and suggest products and services in which they have found utility. This creates more conversions than advertising alone.
What is Social Media Engagement?
The interaction and activity a user has on social media are the main factors in building a positive brand experience. In a nutshell, social media engagement is when someone interacts with your account and that engagement can happen in several ways.
For example, you host a party at your place, and everyone on your guestlist shows up, but all they do is sit there, gawking quietly. There is no one talking to each other, criticizing others’ outfits, not a word about the food or decorations, no one’s interested in playing in games. You would, then, begin to think if your party was a success. All the guests arrived on time, and everyone should have had fun, but nothing looked like they did.
This is exactly how a social media page works. If you create an Instagram handle and decorate the page with wonderful posts and pictures, the follower count is somewhat around the thousands. Still, you do not keep posting things regularly- nobody is going to wait for your turn to show up with something new.
In social media, engagement is measured by comments, likes, and shares. Sure, you want as many followers as possible, but you should focus on building a loyal audience rather than just large numbers.
Different metrics can be used to measure social media engagement, including:
Tags or mentions
Using hashtags owned by your brand
How to Draw Engagement to Your Social Media?
In the digital age, advertising is becoming more user-friendly and more prevalent. The audience growth rate allows you to measure how rapidly you gain followers through social media. As internet access grows throughout the world, brands will gain increasing social media followings.
As with anything, we cannot expect all social media strategies to produce the same results. Some businesses will be successful with social media content and campaigns, while others will achieve disappointing results, if any.
To take full advantage of social media, you will need to get people engaged with you. However, you should avoid being too pushy. Otherwise, your efforts can be misdirected. Here is what you can consider doing if you want engagements on social media without being too pushy.
Posting Creative Content
According to social media trends this year, you might have joined the handful of large companies using social media marketing and posting more than they did in previous years.
However, you have to aim to engage more audience to your posts, not to post more. Therefore, you have to post creative and unique content to which the audience can relate instead of blindly following temporary trends.
Posting Relatable Content
As sweaters are irrelevant during summers, so are posts to which people do not relate. For example, you cannot gain the significant attention of the Indian audience if you keep on posting about Chinese currency. It might interest a few, but you will miss out on the mass.
Therefore, try posting things that the general public would be interested in. An audience-centric approach is essential, with content designed to address their needs, frustrations, and pain points. Don’t think of “broadcast” but “conversation.”
Creating a Strategy
Every company’s social media strategy will differ in accordance with its business goals since every business is different. For example, a skateboarding company is likely to resonate differently than a gardening supply shop regarding language, tone, and resources. Knowing your audience is essential to encouraging engagement.
A conversation may be thought of as an art form, but it’s more like sport: a volley of questions and attention in some ways. Online, you need that give and take as well. A brand should engage both reactively and proactively. Reactive engagement means responding to direct messages, incoming mentions, or comments from users.
To reflect yourself as genuine, there are many ways to engage- try not to just retweet and like posts, but comment and start a conversation instead. Acknowledge and answer questions by responding with warmth or humour. Try to show behind the scenes photos and videos without striving for fame.
Be active when it comes to social media because if your post is lost to a user, it is gone forever. These days, people’s interest has become very short spanned, and they do not like waiting for something for too long. So, try and respond while the curiosity is still alive and the user asks questions about your product or service. Providing customers with a rapid response can boost customer satisfaction and enable your team to offer more (and human-touched) support elsewhere.