Social Engagement is a critical part of social media strategy that is often overlooked. Most major brands with a strong, or up and coming, outbound marketing strategy realize that it is important to utilize tools and technologies to better monitor social media engagement and social activity across multiple platforms. Of late, major brands have begun using location based social monitoring technologies to simultaneously collect analytics, understand trends, and identify social influencers at physical locations. This allows a brand to better understand their community leading to informed decision making that improves overall business.
When it comes to successfully leveraging the social media presence that a brand may be actively developing, many forget that one of the most crucial aspects of strong social success is also one of the most basic, proper engagement. Many social media managers’ social engagement strategy only includes utilizing HootSuite or Buffer to schedule automated posts. Nothing could be far more detrimental to the brand’s image than this approach. Social media tools and engagement methodology have evolved at an exponential pace that the ‘write now schedule later’ approach can be classified as antiquated and should be banned outright!
We’ve run many highly successful social engagement campaigns for big brand clients and have learnt few valuable lessons over time. Based on our experience, here’s the compilation of our tips on having successful social engagement:
1) Successful engagement requires authenticity
You need to connect on a personal level with whomever you are reaching out to. Make it similar to communicating with someone at an event or on the phone. Keep it authentic, be genuine, and communicate your brand’s message. Simply stated, keep it real…
2) Timeliness is incredibly important. Engage within the first 10 minutes after a post goes live.
For the best results engage timely. Be punctual and don’t wait hours to respond to a post and wonder why you don’t get a response back. “Strike while the iron is hot” applies well in this situation – respond immediately after the post went up. This will help ensure that the person posting is still engaged in whatever he/she has said.
3) Understand that your audience wants to converse
People are on social media to communicate and engage with others. This is why they are posting in the first place! Play into what they are saying and open up the social conversation.
4) Understand your audience, or in this case social media influencer or prospect.
The more information you have the better you can engage with a person’s interests. Find this information by quickly reviewing a person’s social profile. What does their profile bio say about them, what have they been posting about recently, and how many followers do they have?
5) For the majority of first engagements ask a thought provoking, yet simple and relevant question. Pair this with warm sentiment.
Acknowledge what has been said before asking for more information on a topic. You can give an authentic compliment. You can share thoughts on something relevant to what has been posted. Follow up with a question that has to do with what has been said. If possible, relate back to your business objectives.
6) Make the prospect have a good feeling about you and the business you are representing.
You are communicating with a person treat them favorably and with respect. When the person feels good about who they are communication with, they feel good about the business being represented in the conversation.