The following is a guest post.
Social media is well established as means to reach an audience, impact them and even understand them better, but if your engagement levels are low, none of those outcomes are en route to being successful. Sounding off your products on audiences is important, but if they’re not saying anything back, it could be because you haven’t asked yourself the following questions.
Are you on the right social media networks?
Locating your audience on social media is crucial for engagement. Unless you’re on the right platform, where the right people can see your content, your engagement levels are likely to be below average.
Every social media platform is unique and attracts a different segment of the demographic. For instance, LinkedIn is largest professional business network on the internet and Pinterest attracts more women than it does men.
Know your audience. Audiense and SumAll are excellent apps for audience insights. Twitter, LinkedIn and Facebook also provide audience insights of their own for company pages (accounts).
Are you posting frequently enough?
When you touch base with your social audience, you establish a connect that can’t be strengthened unless you kindle it on a regular basis.
Image there’s brand A and B. Brand A posts on social media every day and sends weekly newsletters to subscribers. Brand B does social posting twice a week and monthly newsletters. Who do you think the audience is more likely to remember when they’re ready to make a purchase?
Bingo! But how do you produce content to post on multiple social media platforms on a daily basis? You don’t. You create some of your content and supplement it with smart curated content.
DrumUp’s social media content curation module is brilliant for fresh and relevant content for any niche. Feedly is an excellent news aggregator.
Do you always include a clear and compelling CTA?
There’s a fine line that separates content creation and content marketing. While in both cases you’re expected to produce high quality content, in the second case you’re directing your audience to perform a definite action. Without a clear CTA, your content is simply that – content, a great read.
For it covert to engagement, leads or revenue via social media, your social media content must include a strong CTA. Compelling CTAs are backed by a unique value proposition and an invitation to act.
Tell your audience what they should do and why they should do it. What’s in it for them? Say it well, and make it interesting.
Are you over-promoting?
When promoting products and services on social media, it is vital to ensure that your shares are conversational and audience oriented.
Overtly promotional shares earn brands a sense of disregard amongst their audiences. Most people have attention spans of under 7 seconds, and losing them on social media is the easiest thing you can do. To hold the attention of an audience you need to shift focus to them, and by constantly promoting your products you are risking losing their interest.
Remember, the only thing they want to know is, what’s in it for them?
Do you respond to your audience?
Is you want your audience to respond to you, you have to respond to them. Social media is simply an alternate means for you to reach and converse with your audience, and unless you’re conversing with them, you aren’t creating the right environment for engagement.
Respond quickly and extensively. Don’t reply in monosyllables. Explain, illustrate and be as helpful as you can be. You’ll be surprised how much this can improve your engagement levels.
Also, people expect customer service queries to be responded to under an hour. Even if you cannot instantly resolve the issue, be courteous and as helpful as you can.
Do you track, measure and refine your content?
The test – track – refine cycle on social media is essential for you to consistently evolve your content strategy and attract even more of your target audience to your social accounts and websites.
Unless you know which of your content types are working and which ones are not, you can’t maximize on results via social media.
BrandWatch and Quintly are great for social media tracking and insights. Google Analytics gives you an idea of which social media platform is responsible for most traffic driven to your website.
The best advantage of social media is how you can put feelers out and test if your content is doing what it should be (whatever your goals are). Make the best of that advantage and you can increase your engagement levels over time.
Jessica Davis represents Godot Media, a leading E-Book writing service firm. Her areas of interest include social media technology, science and fashion.