Often what’s hailed as a social media success story turns out to be just another social media broadcaster: shouting to the world and not caring if anyone is listening. But social media shouldn’t be a one-way conversation, it should be about social media engagement with your followers.
Replies, comments, likes, retweets, shares, clicks – in order to make social media marketing work for your small business, you need to think about your followers first. Only if you can interact with them in a meaningful way will your social media engagement deliver results for your small business.
Find out if you’re a social media broadcaster and how you can kickstart your social media engagement with your followers:
Next time you look at your social media metrics, don’t just look at the reach and impressions of your content. These are mostly guesswork, anyway, as it’s impossible to tell if people have actually registered your post or just scrolled past it.
Instead, look closely at the social media engagement you have garnered:
- How many followers shared your updates?
- How many replied or commented?
- How many clicked the link or image to find out more?
Social media engagement is the real indicator of your success on Facebook, Twitter or LinkedIn. (Just don’t forget to convert these people into paying customers!). Just remember that what you have to say should be relevant to people and worthy of their time.
Read more about how you can find the best content for your social media marketing.
Are you a social media broadcaster?
Here are some typical signs that your small business’s social media engagement needs a little boost:
1. Concentrated blasts
Have a look at your account: Does your Twitter account show lots of retweets in a row? Are your Pinterest pins always published in bulk? Were your last three Facebook posts posted within hours of each other? This behaviour is very typical, especially for busy small business owners.
Usually, it goes like this: Whenever you have some free time (which is not often!), you go online and take care of your social media. This results in you bombarding your followers with concentrated blasts of content before falling off the face of the earth again.
2. Robot posts
Does this sound familiar? Your recent updates contain mostly links, images or news without any personal message. Your retweets don’t contain a comment from yourself, telling your followers why this is worth sharing and reading.
Additionally, you’re not in the habit of thanking people for sharing posts. You also rarely answer questions, reply to comments or add personal updates to your feed. The result is that your followers don’t really know if there is a person behind this account or a robot.
3. Me, me, me
This is another popular one (not!): You mainly talk about yourself, your business and what you have to offer. You share your blog posts, link to your website, post your newsletter sign up and share your other social media profiles.
You show everyone what you are working on and generally use social media to keep people updated on what’s going on in your company. While that might be interesting to some, it’s only interesting to a point.
4. Blinkered updates
And last but not least, you’re a broadcaster if you’re never really on social media. You’re so busy you simply schedule posts in advance through a third party app.
You don’t interact and never use hashtags to amplify your reach and engagement. You also never react to news, a fun hashtag or comment on the latest Twitter storm. You stick to your editorial calendar no matter what.
If any (or all) of these apply to you, it’s time for you to step up your social media efforts and engage more with your followers. Here’s how!
Increase your social media engagement
The following tips can help you be more social on social media and boost your engagement:
1. A personal touch
Always add your own voice to updates; make statements or ask questions. You can even be silly from time to time.
Just show your followers that you are human and there to connect, help and communicate.
Never promote your business in more than 20% of your updates, people will see it as spam and simply unfollow or mute you. Fill your feed with content that is relevant and interesting to your target audience.
Help them, give advice and share your expertise. Show them that you understand them and know what their challenges are.
If there’s nothing out there for your audience, create a hashtag and start your own social media event.
Make sure you get notifications as soon as somebody replies to one of your updates or messages you and get back to them asap.
If someone mentions you or shares your content, say thanks and make conversation whenever possible. Also, ensure your scheduled posts don’t interfere with any current events or news.
To reach as many of your followers as possible, find out the best times to post for your social media channels and spread your content out accordingly.
To save time and get the best results schedule your updates, as this way you can be sure your content is taken care of and you can concentrate on engaging with your followers.
If you are interested in reading more about this topic, have a look at these:
3 Steps to Raise Your Brand Awareness With Social Media Marketing
9 Benefits of Social Media Marketing for Small Businesses
Content Marketing Ideas – A Brainstorming Tool for Small Businesses
How to Create an Editorial Calendar for Your Social Media Success