There’s a reason why it’s called social media. People are connecting digitally, so naturally, there will be some level of engagement incorporated into social media platforms. Without engaging activities such as liking, commenting, or sharing, posts are simply just media, which from a digital marketing perspective, doesn’t hold much value for improving brand awareness and engagement.
So why is social media engagement important and how do you set your brand up for success in the social media sphere? Well, we first need to understand what engagement is.
What is social media engagement?
Social media engagement is a measure of how people are interacting with your social media accounts and content. Say you post a piece of thought leadership on your company’s LinkedIn account. That’s great, but once you hit “Post” that content is sent out into the social media ether and onto your follower’s device screens without much visibility into their reactions. This is where engagement becomes crucial; it provides valuable insights. The term can cover a broad range of actions across any social platform on a piece of content. For example, engagement might include:
- Likes and Favorites
- Comments, DMs, Replies
- Shares and Retweets
These metrics give you insight on which posts are resonating most with your audience. Though, engagement is also crucial for how your overall brand is perceived by social platforms themselves.
Why is social media engagement so important?
Engagement is so important because, frankly, social media platforms say so. Social sites have built algorithms to place the most relevant content for users in front of them, and they continue to get smarter as users continue to engage with content. Likewise, posts that get higher levels of engagement (both in numbers and in meaningful interactions) will be prioritized over those with simply the most likes.
As Facebook explains, “Interacting with people is associated with a greater sense of well-being… On the other hand, just scrolling through your Facebook feed, passively reading or watching without interacting with others, tends to make people feel worse.”
How do I make meaningful content?
The first step is understanding that there is not a universally correct answer for “meaningful content”. Meaningful is subjective, so it’s important to consider what specifically would be meaningful to your audience. To keep your engagement on the rise, you need to invest time into your social media strategy. Digital marketing agencies, like Bluetext, are particularly skilled at identifying, researching, and marketing toward your target audience, giving you the avenue to boost your engagement.
Here are three quick steps to help boost your engagement:
- Be social. You shouldn’t just post something and not engage with your audience, especially after they put in the time and effort to respond to you. Take the time to reply to messages, comments, and engage with other brands online.
- Have a consistent voice. Remind yourself that different audiences prefer different styles. Take a look at your target audience and establish a voice that may be most interesting to them and less so your personal taste.
- Know the social algorithms. Make sure you understand how the algorithms work on the different platforms to ensure you are taking advantage of how they operate. For example, some platforms, such as LinkedIn, factor in the timing of engagement on posts with how great the reach will be. Others, like Instagram, don’t incorporate timing into their algorithms.
Looking to boost your social media engagement? Request a consultation with Bluetext today to see how you can expand your reach.