While some businesses only use social media three times a week, others consider it mandatory to sign in and respond to customer comments on a daily basis—but how do you know which is best for your business?
Marketers like Kevin Kerner suggest that you first identify your target audience, and outline how your team’s social media efforts relate to business goals and objectives before jumping into social media. If you failed to do this, the fact that the amount of leads generated from social media and the engagement level of your followers are consistently low shouldn’t be such a surprise.
If your audience likes your brand, they are more likely to like your Facebook Fan Page or follow you on Twitter—but you need to put in the work to keep them engaged. Kevin Woods, CEO of Eloqua, suggests that social media managers focus on the reach of each social media message, wherein “reach” is not only defined by your online search terms, but by your network.
How many users like or retweet your content online?
To increase these numbers, Jo Macdermott of Dynamic Business says, “Give them a chance to get to know you, and engage with your business, by producing original, compelling content, and clearly stating your business ethos, values and the story behind your brand.”
Share, Interact, Promote
Social media influencers give your content value by sharing it. The more users discover your content and share it, the more validation your content quality receives and the more social media love you get from other respected influencers.
While identifying social influencers can be an important part of increasing credibility and interaction, it’s also important to acknowledge when a link or comment is shared by praising the source. Responding to a retweet, favorite, or share can promote the belief that you value the user’s action and increase sharing. Consider asking the user a question relevant to the link or for feedback. The best way to go about this is to write custom notes that humanize the brand and make the user feel like an actual person is on the other end of the conversation.
If you’re interested in having a community comprised of users that not only like your page, but also show an interest in your company, Jim Belosic suggests that you use crowdsourcing to “ask your community of users to offer their suggestions for how you might solve a problem or address an issue.” To promote these types of conversations, I would suggest utilizing Facebook’s polling feature to ask questions or establish a branded hashtag on Twitter. This will also help identify customers your company may be interested in following as community influencers and encourage sharing.
For more pointed tips on how to manage, create and monitor your social marketing efforts online, I would recommend you download this free ebook from Hubspot and 60 Second Marketer. Packed with 99 tips for increasing engagement and generating leads with social media, it’s a great resource for developing social media managers and small business owners seeking to get more involved with social media.
- Eloqua | Using Social Media to Generate Leads
- Social Media Examiner | 4 Ways to Boost Your Facebook Engagement with Promotions
- Heidi Cohen | 77 Ways to Share Social Media Love”