Social media has captivated society. In a short time, it has transformed how people connect, both one-on-one and in groups. Social media has become an integral part of our communication and, try as we might, it’s hard to imagine life without it.
Social platforms have gone through various versions, updates, and interface overhauls, but social media channels always maintain the same overall goal: meeting the user’s needs. The same is true for social media marketing. It’s only as useful as your customer engagement.
With more brands joining in on the social media action, competition for consumer response has increased exponentially. New digital strategies like paid ads and creative videos add flair and entice interest, but with countless companies vying for attention, consumers have become distracted and selective when deciding which brands to trust and follow.
Modern marketers must align their social strategies to promote better audience interaction by engaging with them on a personal level. Since social media is central for reciprocal communication, connecting with your consumers across all your channels is essential. You should also consider the opportunities and limitations of each platform to strengthen your overall social media performance.
Generally, effective social media engagement can support your brand in three main areas:
To help you maximize your post engagement, it’s important to understand the methods behind developing smart social media habits. From setting optimal goals to identifying your audience, there are many steps toward achieving high social media engagement and brand value across all channels.
Crafting great social media posts is easier when you have the right online tools and assets. Whether it’s checking grammar or social monitoring, a full set of resourceful sites, apps, and plugins can simplify your process. Here are a few to help you get started:
Deciding who you are directing your content toward will help you customize the message and tone of your social media posts. To select an audience, you first must get to know your customers. Identify your customer personas to learn more about your audience and develop social media campaigns that interest them.
When considering your ideal customers, keep these questions in mind:
Post with purpose. Every time you share or publish, keep your core values in mind and what you ultimately want to achieve through social posting. Take a look at these memorable ways to enhance your social post goal-setting:
80/20 Rule – When planning your content:
10:4:1 Rule – For every 15 posts you create:
SMART Goals – Develop your goals to be:
Connecting with your audience varies by social network. It’s your job to decide which ones are best for your purposes. All social channels share common elements, like text, images, hashtags, and links, but even these serve different purposes within each network. Here are some effective ways to use each platform:
Social media is a great way to guide your audience to more resources, like your website, blog, and promotions. But without a link, your audience never leaves the social media platform.
To encourage further engagement, it’s important to include content links, but even more important to properly manage them.
Authentic storytelling creates true brand value on social media. Don’t endorse generic offers like “big sale!” Are you intrigued when you see posts like that, or do you scroll past them? Your audience is human, and they want to communicate with you on a personal level.
Use appealing dialogue and develop brand messaging with character consistently across your channels. Your social channels may be where you make your first impression, so exhibit your brand personality up front. Remarkable storytelling includes:
A call to action (CTA) navigates your audience to the content they’re looking for. Your CTA can be straightforward or catchy, as long as it isn't too long and gets the point across.
Including a branded CTA assures your viewer that they will land on a trustworthy destination, like your website or landing page. According to Rebrandly, branded call to action links provide trust to your consumers, increasing click through rates for your posts by 39%. For flawless CTA links, try these tips:
According to HubSpot, engagement is boosted by 300% when both text and graphics are included in a post. Using imagery captures audience attention and leads to better interaction.
Not exactly a graphic design pro? There are many easy online template tools you can use to get started. When uploading images to social media, keep in mind:
Hashtags help summarize and highlight your post content. You can follow popular topics or industry trends, join in on conversations, and be located by more viewers. Some platforms encourage an abundance of hashtags, while others advise using them sparingly.
Including the right hashtags means your posts are more likely to be seen. This increases your chances for engagement where you otherwise may not have been found. Hashtags help you:
Try several techniques and see what performs well for your brand. For a comprehensive overview on creating hashtags for each social platform, check out Hootsuite's guide, How to Use Hashtags.
Ultimately, social media marketing exists to humanize your brand. The best ways to maximize post engagement revolve around being consistent, telling an authentic story, and being responsive and interactive with your audience. Practice some of these strategies to see what works best for your brand and remember that social media is all about developing human connections.