Rules of Engagement: 7 Tips for Engaging Content
There’s a lot of discussion about the best tactics to improve engagement on social networks. What’s the best way to generate conversation? How do I get more likes and shares? The one thing that is really clear to me is that there is no real tactic – to get engagement you have to engage.
This means stop trying to sell your product. The truth is people don’t use Facebook to engage with brands, most people use Facebook to connect with friends and family. Accept this.
This doesn’t mean you can’t find success on Facebook. You can. It just means that in order to be successful you have to understand the importance of offering value.
Everyone has heard the cliché ‘content is king’ and in my experience clichés are normally clichés for a reason.
Follow these simple steps to improve your brand’s engagement:
1. Keep the social in social media
The first and most important rule. It would seem fairly obvious, yet many brands using social media don’t actually act social with their audience. Social media is about relationships, so engage with your brands influencers and more importantly engage with your fans. Think about what you can give your fans to solve their problems or even just make them smile and develop your content appropriately.
2.Keep it short
Twitter limits your messages with its 140 character limit and while you have more room to expand on Facebook, Google+ and other social networks, research suggests that shorter is actually better. Tweets of less than 100 characters receive 17% more engagement than longer tweets, while Facebook post under 250 characters receive 60% more likes, comments and shares.
3. Determine your social voice and tone
Your voice is simply the way your business expresses itself. It can be thoughtful, casual, authoritative or playful – you name it, as long as it is clear and consistent and is authentic for your brand.
Engage in conversation with your audience. Rather than censor critical remarks, respond to them. Apologise and offer sympathy or, even better, offer a solution. Likewise, identify brand advocates within your fans and maintain a relationship with these key influencers, you may even find they defend critical remarks for you.
5. Photo and video
Let me give you some statistics. Posts that include a single image generate roughly 120% more engagement than a single post while posts including video generate around 100% more engagement. Your content has to compete not only with other brands in the newsfeed but also friends and family so use visuals to creating striking posts that grab your audiences attention.
6. Calls to action
Love them or hate them CTAs are a necessary evil for driving engagement. Ask your fans questions, seek their input in your decisions, and use your page as a way to gather feedback about your products. Simple CTAs like fill in the blank or complete the sentence are simple yet effective ways of driving engagement. Yes, calls-to-action have become routine and even a little bit formulaic. And, yet, brands continue to use them. Why? Because they work.
7. Be Timely
Know when your audience is online and schedule your posts so your content is served during this window. Respond to events as they happen
The power of engagement cannot be underestimated as a way to strengthen relationships and trust with your brand and social media provides the perfect platform to achieve this.
Combine these seven steps with interesting and valuable content and watch your engagement soar.
Over To You
What do you think? How do you add value to your content?