Your Social Media Following Doesn’t Matter — But Your Social Engagement Does
It’s a myth that you need to have an “x” amount of followers on your social media. More followers do not necessarily equate success. You can have a million follower, but if your social engagement is non-existent, we have a problem. You want to have conversations with your followers. And, like followers, engagement can be measured, too. So there’s never a need to stress over what’s working and how the numbers have changed—it’s all measured through analytics.
What is social engagement?
Before we dive into this, you need to know what you’re aiming for. Social engagement is basically the comments, retweets, likes, and shares that your content is getting. So, when you post a clever update on Facebook, all the likes and shares from that are people engaging with your page. This is far better than looking at your thousands of followers. People not responding to things is like talking to a wall. And, if that’s where you’re at, then you need to change what you’re posting in order to generate these conversations. Your social media should be a platform in which you can announce events or products, but still have the content that encourages followers to interact (and you can interact, too!).
How do you increase social engagement?
What you want is for your “fans” or followers to respond to the content you’re posting. In order to do this, you need to know your audience. You can start worrying about your copy after you’ve figured out this bit of information. If you know your audience is looking for quick and easy solutions, provide that for the products you’re selling. Engage with your followers. An easy way to determine what your demographic wants, is to look at your reviews. What are people talking about? What are they confused about? How can you turn that into thoughtful posts that will allow their questions to be answered and content that will be appreciated?
What should your posts look like?
This might be a little different for everyone depending on your audience. Ultimately, you want to stay current. That means taking the latest trends and using those moments to stay current. When kids started using Tide Pods for reasons other than laundry, Tide posted a funny (and relevant) tweet, declaring they should only be used for laundry. Look at different things happening in your city, state, or nationwide and figure out how to tie that into your company. There is content all around, you just have to know how to mold it to better fit with your brand.
Also of note, your Facebook content shouldn’t look like your Twitter feed or your Instagram posts. Each social media site has a different demographic of users, so you should be changing your content to reflect that. For example, keep it short and sweet on Twitter. Direct them to your website or to your Facebook page if you need to provide a longer explanation for something. Your Instagram should contain eye-catching photographs with smart and short copy. Unless you’re an influencer sharing a story in your caption, keep it short and sweet when it comes to your post.
Having a lot of followers may look great, but ultimately it’s not going to pay the bills. Having people talk about your product and engage with you will. When you get your followers invested in your company, and you’re able to lead them to your shopping cart with engaging and smart content, the number of followers won’t matter.
Sorry, the comment form is closed at this time.