Engagement. The most underrated actions of social media today. When we say underrated, we mean by companies! Many companies tend to overlook the effects of engagement, mainly because they do not see the need and potential in it. Fortunately, we know what to do and why. Engagement is huge in regards to customer confidence and loyalty. Without loyalty, companies will continue to get one time buyers and fail to turn them into repeats customers. Here are a few reasons why engagement is an important piece to the social media success puzzle.
#1 - Visibility of Content
Content is just content without views, shares, likes, etc. To improve the visibility of content, customers HAVE to engage with it. “Shares” on Facebook seem to be the best way to get content out there. The algorithm that Facebook implements makes sure that anything shared through friends shows up first. This means that if fan pages share something, they will be lower in the news feed compared to if a friend shares something from that fan page. This prevents feeds from getting overloaded with business page content and keeps them fresh with content from “friends”. When someone shares something from the business page, it increases views and reach! Not to mention the customer confidence in the brand gets an even better reputation. This means recommendations and more followers.
#2 - Does the Audience Resonate?
There are many ways to check to see if your content is resonating with your desired audience. Have you ever seen those profile on instagram that have thousands of followers, but only a couple likes on each photo. That is an example of extremely poor engagement. It shows that those followers were bought, there is no customer loyalty or both! The more comments and likes, the better. Making sure to comment back and like all (positive) comments will expand your reach even more! Customers love feeling special, so respond! If your content is not resonating with people, do not be shocked when they start reporting posts as spam or hiding all of your content.
A tip to narrowing down your audience and keeping engagement high (and resonating with customers) is to check out a competitor’s engagement and compare! Make sure to also look at the organic posts versus paid. You will notice that if the organic posts have high engagement, than their content resonates more with their audience.
#3 - Higher Engagement = Higher ROI
It is hard to prove this completely, but an increase in engagement over the past few years in regards to social media unpaid posts has been noticeably beneficial. The more engagement, the more customers trust the company and therein lies the root to developing repeat customers. Repeat customers mean higher ROI. It is pretty self explanatory. Every person wants a personalized customer experience, so why not take a moment to comment back, like posts, etc. Engagement takes 15-30 minutes a week. Take two days a week to go through all channels for 15 minutes and ENGAGE!
Click here to schedule a Complimentary Brand Consultation.