7 Sound Strategies to Maximize Social Media Engagement
Social media serves vital marketing functions when managed well, from growing brand awareness to acquiring leads and maintaining customer relationships. If your brand can own high social media engagement, this creates a strong trust signal, too. Here are 7 strategies to maximize your social media engagement:
1. Ask your audience questions
Businesses starting out on social media often make the mistake of talking at followers. Cialdini’s 6 principles of persuasion include ‘reciprocity’ for a reason. Asking your Facebook, Twitter or Instagram audience questions gives followers a direct opportunity to engage with your content.
Make questions relevant to your product or service. Questions such as ‘which do you prefer and why?’ comparing two products can yield useful voice of consumer insights as a bonus.
2. Find out the best times to post for higher engagement
In-built analytics tools on social media such as Facebook Insights give you data on when your audience is most active. Use this data to schedule posts for when they will reach the most eyeballs.
Also, test different times to work out when your posts receive the most engagement. For Facebook marketing, SumoRank by Buzzsumo gives useful data on what types of post have received the best engagement for a specified Facebook page over the past month. Use this data to hone your strategy.
3. Leverage different content types to find what gets the most interaction from your audience
It’s no secret that video has become a major medium for social media marketing, especially Facebook’s live video feature. To truly maximize social media engagement, test different content types (images with separate links, link-only posts, videos and Twitter polls). Produce more content of the type that consistently entices the most engagement.
4. Ask for engagement actions in other marketing channels
An additional way to maximize engagement on social media is making your marketing channels work together. If you send out a blog mailing list, for example (as marketing influencers like Neil Patel and Jon Morrow do), ask readers to share your post when finished. Test multiple placements of this CTA to engage on social. For example, you could test including a concise P.S. that politely asks the recipient to share the post when they’ve finished reading. Remember to hyperlink to your relevant social media page.
5. Respond to social media mentions and comments
Perhaps you would think this is obvious, but many small businesses (and even larger companies) either take forever to reply to social media comments or never do. When retail giant Zara was embroiled in a scandal involving accusations of ripping off indie artists’ designs, their social media accounts were flooded with negative comments. Little comment handling was in place.
Avoid bad PR and respond to comments in a timely and professional manner and new visitors will be encouraged to engage and participate too.
6. Run social media contests
This is an absolutely crucial way to boost your social media engagement. People who are already interested in your product or service will be drawn to giveaways. A creative contest entry mechanism, one that appeals to your audience’s interests and passions, will maximize engagement further. For example, a startup offering coaching for aspiring authors could run a short fiction contest that invites followers to share their creative, expressive talents.
7. Invite user-generated content
Following on from the pointer above, invite user-generated content. You don’t have to be running a contest to encourage your followers to post memes, quotes or other content that incorporates your brand. You could ask your audience to share their favourite quotes on a topic relevant to your niche, for example. On Twitter, you could RT your favourites which your audience in turn will share. On Facebook, you could turn each quote into a branded picture quote and mention the contributor.
To maximize engagement on social media, you need to create a participatory space and populate your accounts with fresh, engagement-worthy content. Speak to Go Fish today about our online marketing and development and how we can help you maximize social growth.
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