How to Leverage Your Social Media Engagement Success - dummies

How to Leverage Your Social Media Engagement Success

By Aliza Sherman, Danielle Elliott Smith

We’ve said it before, and we’ll say it again: Social media engagement starts with knowing your business goals, your audience, and the workings of the social networks you use. Knowing which social media engagement strategies work for your company — and inspire the greatest number of reactions, interactions, and actions — helps you build on your successes.

Pay attention to the types of posts and messaging that work best for your audience. Then do more of what works and less of what doesn’t. It sounds simple, doesn’t it? It takes practice, but it’s possible. You can do it!

If you’re using several social networks for online marketing and engagement, you might be tempted to put all your eggs into the network basket that returns the best results. Though there’s wisdom in using the most powerful network most often, don’t ignore other networks outright. Look to leverage the best network by using these additional methods:

  • Integrating: Merge your other social networks to post into the most successful one.

  • Linking: Connect to your other social networks in posts on the most successful one.

  • Converting: Implement an advertising budget on your best network.

Promote all your social networks on the most successful one, and enhance the best one by using the others. For example, if Facebook is your main social network, you can still use Instagram and set it up to post photos to your Facebook Page to add visual interest. Connecting social networks so that they feed into one another in an orchestrated way can make them all more effective.

Success with social media engagement relies on not only your own actions but also the actions of others. Pay attention to the participants in your online community because their activities fuel the conversations and the amplification of your messaging. Pay attention to what works well for them, and do more of it.

People like to be appreciated and recognized. Offer online community perks, discounts, or other benefits for engaging with you and to show appreciation of their attention and interactions. Don’t attempt to bribe your community — buying loyalty is a short-term fix to inattentiveness or apathy. Instead, express genuine concern about community members and recognize their contributions.