Is there a difference between having a large social media following and having a large, ENGAGED following? The short answer is a resounding yes! “But John, I have ten thousand likes on my Facebook page, surely that’s a good thing?” That is indeed a good thing, but how many of them actually engage with you on Facebook? Do any of them share your content? Do any of them comment on your posts?
A great question to ask yourself is, how did I get these likes/followers? If they appeared organically then you are doing well. If they popped up last week because you ran a competition which required them to like your page, then they probably won’t be as engaged as the organic likes you have. Running competitions that get you likes/followers is most certainly not a bad thing, it’s getting those likers/followers to be engaged with your social media channels that is the important, but difficult, bit.
So, what can you do?
Here are 6 ways to engage your followers on social media.
- Focus on metrics that measure engagement
Likes and followers are great but they can be misleading. Obviously the more you have the better, but it is important to remember that empty likes and followers are just a number that makes you look a bit more popular. If you focus on metrics like shares, comments, reviews, repeat visits, re-tweets and other such metrics that measure actual activity, you can tailor your social media strategy more accurately to encourage engagement.
- What is your conversion tactic?
What do you want your followers to do? Download an ebook? Book a meeting? Go to your website? Whatever it is, you need to clearly show them what you want from them and give them an obvious, easy path to follow. Tell them what to do! Depending on the action you are trying to encourage, you might include a phone number, online form or a call to action for them to click.
- Be active
Replying to messages quickly will help your followers to engage with your channel as it encourages them to interact with you online and it is just good customer service. It also provides you with the opportunity to solve their issue/s and give them a positive experience of your school on social media. Posting regularly is also imperative to engagement. If you don’t post regularly then you cut down your opportunities for engagement. Deciding how often to post has been the golden question since brands started using social media so that is something you need to experiment with and find what works for you.
- Know your audience and give them what they want
Posting content that is relevant to your audience is also imperative. No one wants to be spammed with irrelevant, useless information. You want people to associate you with posting quality content that delights them every time they see it.
- Quality videos are booming right now
Each day over one hundred million hours of video is watched on Facebook! Many people are just bored with text and even images so video has become the most important media for engagement. What is more interesting, a paragraph explaining a topic or a short, sharp quality video on the same thing? Video will win every time.
- Stream live events on Facebook
It seems that live streaming is one of the next steps to arrive out of the video craze of the last few years. Live streaming gives a more real, unadulterated view of your school and provides a great opportunity for engagement. Viewers can comment, ask questions and watch in real time! This year will surely see live video continue to explode as engagement opportunities are virtually unmatched when it comes to viewer involvement.
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This blog was written by John Igglesden
As an Account Coordinator at imageseven, John’s days are filled with anything from blog and content writing to preparing inbound marketing campaigns. Away from the office you find him drinking coffee or craft beer and discussing clothes, cars and guitars.