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How to Improve Social Media Engagement?

Marta

Content Manager @ Brand24. An avid reader and amateur baker. Passionate about mountains, travelling and indie music.

Can you visualize your marketing activities without social media channels? I bet it’s hard; we got so used to a world with likes, tweets, shares, notifications, and almost instant communication methods, it’s hard to imagine marketing communication and strategy in the pre-social media era.

We actually got so used to it that we no longer spot some branded messages and ads on social media. That’s why many seasoned marketers look for solutions to improve their organic social media engagement.

Delivering the right message, to the right people, at the right time has become one of the most important part of improving your social media engagement.

Social media is, on the one hand, an indispensable tool to build brand awareness, generate leads and sell your product.

On the other hand, social media is a noisy and packed place. Growing a robust social media presence and engagement is a difficult task.

Hopefully, this article will give you a couple of starting points, which will help your business thrive!

What Is Social Media Engagement?

Social media engagement is a stream of interactions between you and various social media users.

For social media marketing strategy to be effective, you need to build a long-lasting relationship between you and your followers. That’s why it’s vital to look at social engagement as a continuing string of communication rather than a singular interaction.

wooden tiles with word Like spelt with them

The key to successful social media engagement is using social media channels to create authentic interactions, monitor discussions and engage with others.

Every social media channel has its rules, which you have to obey if you want to build or improve social media engagement.

Is Social Media Engagement Important?

Without a doubt, it is! Especially in today’s social media world, where almost everyone is present on different social media channels, and where every company has creative strategies and bigger and bigger marketing budgets.

What’s worth mentioning is that social media engagement begins long before your customers or potential customers interact with your brand.

When you think about social media engagement, consider not only direct communication between your followers and your brand, but also the messages you send with your marketing strategy. 

To put it simply – don’t wait for your customers to reach out to you. Instead, show how your product or service can solve their problems and help in everyday situations.

How to Increase Social Media Engagement Organically?

Organic traffic is the best kind of traffic.

Of course, you can pay for ads on every social media platform, but organic engagement is much more valuable. 

Having a good organic social media engagement means that your content is resonating with your target audience. It means you’re producing exactly the content your audience is looking for. 

a group of 4 people standing in front of closed doors with smarphones in their hands

There’s nothing wrong with boosting your social media engagement a bit with paid ads, but ask yourself this: how likely are you to interact with an ad? Probably not very. Neither is your audience. 

But when they actively search for something – a product, answer to their question, you named it and you can provide an answer? Score! 

How to Improve Social Media Engagement?

Let’s be honest – having robust social media engagement rates is not a piece of cake. It takes time and effort to build an engaged community around your brand.

Many estimate that there will be around 2.77 billion social network users in 2019. A slice of this pie is your potential customers. And they’re ready to hear your message. So it’s definitely worth the effort. 

But how to reach out to them in all the noise? Here’re our tips and tricks to improve your social media engagement. 

But, first things first.

Social media listening and social media engagement

Because successful social media engagement rates depend on your abilities to listen to your target audience, a social media listening tool will be of great help. 

I strongly recommend Brand 24, not only because I work here, but because it’s also one of the most robust and yet affordable tools on the market. 

Brand24 starts at $49 and offers a 14-day free trial (no credit card required).

Social media monitoring starts by creating a project. In the project settings, you need to fill in keywords you’d like to track on the Internet. Think about:

  • the name of your company;
  • the name of your product or service;
  • your branded hashtag;
  • general terms related to your industry. 
project creation wizard in Brand24 where you can enter keywords related to your industry and company

Depending on what you want to achieve, you can create separate projects for every keyword. For example, if you want to measure hashtag performance I recommend setting up a separate project with just your branded hashtag. 

Once your project is created, the tool will start gathering and analysing all the publicly available mentions.

All the data are an immense help when it comes to improving your social media engagement. Let’s see how precisely you can use them!

1. Be Where Your Customers Are

It sounds like a no-brainer, but if you want to have a high social media engagement you need to be present on the right social media channel. Broadcasting into the void won’t bring you anywhere. 

Which means you have to analyse your audience and search for social media channels where your audience is present. 

Thankfully, that’s the first thing you’ll spot when you log in to your Brand24 dashboard. All the mentions are categorized according to their source. 

Here how it looks for Jamie Oliver, a British cook:

a print screen of Brand24 showing the number of mentions from each social media platform to identify the platform with the highest social media engagement

Clearly, his audience is most active on Twitter, and he focuses his social media activities on this platform.

If you want to analyse some other, more niche or local, social media channel, we got you covered! Simply go the filters on the left side and filter the results according to a specific domain.

2. Speak Up First

I wasn’t joking when I said social media engagement looks like a long-term relationship. And every relationship needs a good start!

Don’t be afraid to start a conversation. I know, it takes some nerves to start talking first, but it’s certainly worth the risk. 

The easiest way to start a conversation is to simply ask about something. What do your customers like about your product? How do they use it? 

You can encourage users to show a practical application of your products. Inviting your followers to post user-generated content (UGC) has several positive effects:

  1. You can reach a much wider audience. The followers of your followers will see your product. That means you get much bigger exposure, which can result in improved social media engagement. 
  2. You can show your audience that you care about them. Commenting on your users’ photos or sharing them (with their permission, of course!) 
  3. It will help you come up with content ideas. The amount of content you have to generate on a daily/weekly/monthly basis can be quite overwhelming. UGC, be it photos, statutes or tweets, will help you fill your content calendar. 
print screen of Asos Instagram account which shows the hashtag you can use to get featured on asos account and boost their social media engagement

Another great thing about conversations is that they are giving your brand a human touch. And when people see a human behind the corporate message, their trust level goes up.

3. Cooperate With Influencers

Influencer marketing has been the go-to strategy when it comes to improving your social media engagement and targeting a new audience.

What’s all the hype about you might ask?

Think of social media influencers as friends who recommend products or services they find particularly useful. A recommendation from an influencer build trust and improve social media engagement. 

Influencers, especially micro-influencers, are the best brand ambassadors you could wish for.

How to choose the influencer to boost your social media engagement?

The most effective influencers are probably already talking about you! You can spot them with a little help from social media monitoring tool. 

All the data you’re interested in is in the Analysis tab. 

a list of the most influential authors from your niche you can cooperate with to improve social media engagement

Brand24 collects and analyses social media mentions. One of the perks of the analysis is a tab called “Influence of social media authors”. 

You can easily spot the most influential and active authors talking about your product or the ones that are the most active within your business niche. 

4. Respond to Negative Reviews

Every company, sooner or later, will receive a negative review. That’s not an end of the world!

On the contrary, a negative review can boost your social media engagement. 

It all depends on your reaction to the review. There are a couple of rules you need to follow though!

Firstly, you need to react quickly. The sooner, the better. Your customers expect an answer to their complaint within the first hour. 

How to spot a negative review in time?

With a little help from social media listening tool! A real-time social media monitoring collects all the publicly available mentions. To make sure you spot the negative ones right away, take a look at the sentiment filter. 

All you have to do is swipe the tab to the left, and the tool will display only negative mentions from a specific time frame. All you have to do is to click on engage and you’ll be redirected to the source of the mention. 

a print screen from Brand24 dashboard showing the negative mentions for Jamie Oliver, which he can react in time to and boost his social media engagement

Do you wonder how will you get there on time to prevent an escalation of a crisis? We have three possible solutions:

  1. A Slack integration – connect your project with a Slack channel and you will get a notification when there’s a new negative result.
  2. Email notification – receive a Storm alert when there’s an unusual spike in the number of mentions.
  3. In-app notifications – we offer an app both for iOS and Android to keep you up-to-date with all the new mentions

If you want to learn more about responding to negative reviews, take a look at this post: Positive Sides of Negative Reviews. It outlines detailed tactics on how to turn the tables around and benefit from a negative review. 

5. Engage in Conversations

With social media monitoring you can not only monitor the conversations strictly related to your company, but also more general topics centred around your business niche. 

a megaphone with logos of various social media channels coming out of it

That comes in handy as you can jump into conversations. Engaging in conversations will help you to:

  • reach brand new audiences – there are people who are unaware of your company and a way it can help them. Find them and offer them your services. Even if they decline your offer, you’ll make them aware of your company. 
  • establish your brand as an industry leader. Nike is a leader not only because it makes sweating glamorous, but because it offers a whole lifestyle. You can download free training plans and engage in a community build around your discipline. Think about doing something similar around your brand!

How to Increase Social Media Engagement?

The perks of robust organic social media engagement are numerous and impossible to ignore. It’s almost impossible to promote your business without the use of social media. 

Improving your organic social media reach should be on the top of your marketing to-do list. Hopefully, now you know where to start!

Would you like to add anything to the list? Or do you have some first-hand experience of improving your social media engagement? Let’s talk! You can find us on Twitter, Instagram, Facebook, and LinkedIn.

RELEVANT READ

How to Measure Social Media Reach

How to Create a Social Media Report

How to Measure Brand Awareness and Why You Need It