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How to achieve better social media engagement
24 Feb 2017
by Kirsty Smallman

Running a social media strategy can be a lot of work – some things just can’t be done ad hoc.

Any business, let alone one which does the vast majority online, can be tough to run, as the need to come up with fresh and effective marketing strategies becomes difficult.

Budgets are tight, with the powers that be meticulously accounting for every penny making sure to stretch it as far as possible.

Social media is becoming more powerful, and the sooner businesses embrace that the better. If not, then they run the risk of getting left behind while the competition fires into pole position.

I get a lot of clients asking me how to better engagement with their audience. How can they keep content and posts fresh and relevant that will make customers come back while at the same time enticing new ones.

Question 1: Who is your ideal target audience?

This can be people’s first stumbling point. You need to have a clear understanding of who your ideal target audience is. It goes back to time old marketing traditions of placing yourself in the customers shoes. What do they want from you and why should they choose you over the competition?

Spend time looking at how your customers interact with your brand across all forms of social media. Do they interact differently on Facebook as opposed to Twitter? This is where social listening comes in. If people are leaving comments or sending messages the worst thing you can do is ignore them or take ages to respond. You need to be on it in an instant. The early bird and all that.

The more you understand who your audience is the better. It will help your social media strategy on so many levels, and all it takes is a couple of hours of your time each week.

Question 2: Does your content have a purpose?

I simply mean, are people going to share and interact with your content?. Will they engage with it on a personal level? Don’t post something for the sake of it, there needs to be a goal and purpose behind it.

Too many times I have seen posts which do absolutely nothing for the image of a business. There is no call-to-action, no link to the website – it just falls short of what can be achieved with a little planning.

There are plenty of tools out there which can measure the effects of your content, i.e. Facebook Insights. By using the data provided you’ll be able to work out what content is working and what isn’t. What are people sharing and liking the most? Is there a time of the day when engagement is highest?

You also need to make sure that your brand image is conveyed throughout your content and that its clear and concise. It also needs to include images which more often than not will get a much higher engagement rate, video more so.

Question 3: Are you consistent and most importantly, relevant?

When someone creates a business page on social media they have every intention of maintaining it, and from the start they are keen to do so. Sadly, the upkeep of social media can fall by the wayside with other tasks taking a priority. If people find you on Facebook and see that you’ve not been posting and sharing content regularly then chances are they’ll look elsewhere.

The easiest way to stay on top of it all is to create a social media calendar. You don’t need to be feverishly posting everyday or twice a day, just three of four times a week is more than enough to keep your audience entertained and informed. A social calendar will make sure you stay organised enabling to plan ahead.

If you need any social media advice or help with your strategy then get in touch with us today at J&PR.