We all know the importance of social media in today’s market. You may have established your brand on a range of platforms, and even amassed a decent following. But are users really engaging with your content? 80% of companies believe that they deliver exceptional service on social media,

But only 8% of their clients agree.

So why the disconnect?

To make the most of your following, it’s important to understand the difference between simply being on social media and actively building engagement.

For your social media strategy to succeed, you must first ask yourself:

1. WHO are you posting for?

Target Audience

The first rule when creating engaging content is to know your target audience . This will dictate what kind of content your share, the tone of your post and where to post it.

2. WHY are you posting?

Of course, the big picture is to connect with your followers and successfully promote your brand and services. But to achieve this, you must set clear goals and think carefully about the intent behind each post. What is the call to action? And how does it fit with your overall marketing strategy?

3. WHERE are you posting? 

It may save you time to link your social media accounts using management tools, but keep in mind the different functions of each platform and tailor your content accordingly. Churning out duplicate content across channels might alienate the very people you are trying to reach. LinkedIn, for example, reigns supreme in terms of b2b lead generation, while Twitter is better suited to announcements and real-time updates.

4. WHEN are you posting? 

Your posts should be regular, but sustainable. According to a recent survey, most companies post on social media between 3-4 times a week. There is even data to suggest that posts perform differently on specific days and times. Professional agencies will use analytics to work out the optimal times to share content.

Taking the Next Steps 

With the basics covered, you can start to think about what types of content will boost your social media engagement and implement techniques to help your brand stand out.

1. Be Proactive AND Reactive

Proactive content is planned as part of a campaign, such as a video or a blog post. Reactive content, on the other hand, tends to be user generated.

While proactive content is important for your overall marketing strategy, being reactive on social media is an import way to build brand trust. Regularly responding to comments and sharing reviews will make you seem more connected to your following and to the wider world outside of your brand. 

2. Get Creative with Captions 

Great Ideas

Captions are what bring your content to life, especially if you don’t have a visual product offering. Interactive captions such as open-ended questions, polls, and competitions, are great for engaging followers, and they also help you find out more about their likes and preferences. Everybody wins!3

3. Don’t Make a Hash of Hashtags

Hashtags may seem gimmicky, but they are useful for searching relevant content. Hashtag conventions vary from platform to platform, but here are some general rules of thumb:

  • Don’t use symbols or punctuation
  • Search your hashtag before use to avoid potential blunders
  • Don’t overuse hashtags as this can look like spam

Twitter recommends using only 1-2 hashtags per tweet. On Instagram, the ideal number of hashtags is around 11, and should include a mixture of popular and specific hashtags for maximum impact and visibility.

4. Track Your Success 

The social media goals you set will determine what metrics you should track. Paying attention to your views, likes and shares will give you an early indication of what types of content work best for your business. For a more detailed analysis of engagement, consider using resources such as Google Analytics, Facebook Insights, Sprout Social and LinkedIn company pages report.

5. Ask the Experts!

While you may post on your personal accounts on a daily basis without even trying, making social media work for businesses requires time, skill, and attention. At Creative Quills, we are here to help! Visit our website to find out more about our campaigns and training opportunities.