Social Engagement Strategies

Creating for Engagement — No Stagnant Social Media Here

With everyone and their dog (literally my best friend’s dog has an Instagram) using social media, it can be tough to cut through the noise. Sure you have social media platforms but what is your measure of success? At Speak, we run social media for several organizations and prioritize engagement as a key to an effective social media presence. Here are a couple of things that we ask ourselves to create strong engagement:  

What should I keep in mind when creating engaging social media content?

Content Themes 

It can be tough to know where to start when creating content. Deciding upon a theme can help narrow down the endless possibilities. Is there a color theme you’ll stick to? Will your account repost memes? Will you include text-heavy graphics every 5 posts? Whatever you decide, it’s most important to consider what you think your audience will enjoy. Don’t get too bogged down in the details, what you have to say is more important than what color you communicate it in. 

Bringing Value 

When asking what your audience will enjoy also ask what value you are bringing them. Is there something your audience can get only from your social platforms? The answer is likely yes and that’s why your followers are there. Offering a behind-the-scenes tour or providing education can ensure they stick around. You can also ensure they remain a faithful follower by asking them to participate in your content. They are fans for a reason, so put them to work. Here are a few ideas for User Generated Content (UGC):

  • Encourage your audience to post their favorite memory from their visit to your organization or how your product has helped them. Create a hashtag that everyone can use so that you can easily find these posts or have them tag you within their content. Share some of these posts with your audience and consider hosting a contest that rewards the best ones. This will also help increase your organization’s visibility because you’ll reach a new audience through those that follow yours. 
  • Create a poll that asks for your followers to give input. It could be as simple as asking which behind-the-scenes tour they want or what they think your CEO had for breakfast. Don’t be afraid to get creative! 

What platforms and post times will give me the most engagement? 

Consider Your Audience 

It feels like a new social platform pops up each day, but the most important thing to consider is which platforms your audience uses. Since you can’t do it all, what platforms can you execute well? For example, an aquarium likely wouldn’t provide aquatic education aimed at a younger audience on LinkedIn. 

A great example of considering your audience when selecting your platform is Chicago’s Shedd Aquarium. They posted adorable videos of their penguins touring the Aquarium while it was shut down due to COVID-19. The video was clever but putting this content on Twitter was especially clever since many turn to Twitter as a source of news. 

This Isn’t A Trick, Consider Your Audience 

We keep saying it, but it truly is key: consider your audience. When you’re trying to determine the best time to post, consider when your audience will be listening. This will vary greatly based on your audience, your industry, and what is going on in the world. 

How do I measure success? 

So you’ve got a content strategy and have prioritized your social platforms — now what? It’s time to measure your engagement. Look at the metrics below to determine what is working and what isn’t, from there you can adjust accordingly. If something isn’t getting engagement like you expected, ask yourself if adjusting the time of the post or the platform it’s delivered on would help. It’s all a part of the journey to an engaging social presence. 

Infographic and statistics courtesy of Sprout Social

Let’s Talk and Follow the Dogstagram

Still feel stuck with your social efforts? Speak Creative is ready to assist. Our Digital Marketing team would be happy to consult with you on your strategy or help you create a content calendar. 

If you are interested in chatting with us, let us know by visiting the link below. If you’re interested in following my best friend’s dog on Instagram, please do so. You can find him at @mr.normss

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Posted by Jessica Freeman at 11:04 AM
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