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Setting Goals for Social Media Engagement

Part of the Social Media Engagement For Dummies Cheat Sheet

In most endeavors, hoping for the best isn’t a wise idea. Before you sign up for several social media accounts and post a few times, you need a plan. The plan should highlight a series of social media engagement goals that you want to achieve as you engage with your social media audience. Start with this list:

  • Establish the framework for trust. Be consistent and trustworthy. Determine what your brand messaging should be and stick with it. Interact authentically with your audience. You often need to earn their trust. Being honest, upfront, and transparent with them is the first step toward accomplishing that goal.

  • Show up. Your presence is the key. Few things are more important than letting your audience know you are there — accessible and listening. Your fans want to be heard, and they want to know that it’s you who is doing the listening. Yes, you can have a representative for your brand, but everyone needs to be human in their approach in social networks.

  • Form relationships. Genuine social media engagement involves give-and-take. You talk, your fans talk back, and you respond again. Your fans ask a question, you respond. Your SME efforts should inform and educate but also connect with others on a personal level. Don’t delve into people’s privacy, but do add a personal touch and responsiveness.

  • Stimulate communication. Start and join conversations online. Incorporate trending topics. Look for ways to inspire your fans. Touch their emotions. Use humor appropriately and to your advantage. Show your audience that you are human and interested in them.

  • Drive interactions. Motivate others to act. First see what motivates your fans. Notice what they respond to when you post online. Ask them questions or survey them to make sure you’re on target. Then provide them with VIP treatment and with access to special deals and promotions, and celebrate them and encourage them to act. Remember to ask them to act, whether it’s to share information you’ve posted or to sign up for an event or to buy a product.

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