How to Increase Social Engagement (With Helpful Tips)
By Indeed Editorial Team
Published June 10, 2022
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
Social media platforms are an important part of building a company's brand. Businesses usually interact with more people online to increase their exposure and sales. Understanding how engagement works on social media can help you create attractive content and encourage more users to engage with a company's posts. In this article, we explain what social engagement is, review the benefits of increasing it, share how to implement a strategy to increase online interactions, and provide tips on producing content that attracts more customers to a company's social media account.
What is social engagement?
Social engagement refers to the way customers interact online with a company through social media platforms, the company's website, or blog posts. This two-way communication allows business to address their customers directly and build deeper connections. Having more meaningful connections with customers can help a company grow its brand.
When considering how users interact with a company's social media account, you can review the number of users who look at posted content and don't take any further action. You can also monitor the number of users who actively engage with content by monitoring the number of clicks, likes, shares, and comments.
Benefits of increasing social media engagement
There are several reasons a company might benefit from increasing its social media activity:
The more users interact with a company's social media account, the more they come to recognize the company's products or services. Each engagement gives a user another opportunity to learn more about a business' offering. More frequent interactions with a company can help customers remember it the next time they're looking to buy a relevant product or service.
Build brand awareness
Brand awareness refers to how well a company's target audience recognizes a business. The more a company interacts with customers using its brand messaging, the more customers can understand the organization's purpose and values. When customers know a company's mission and values, they might be more likely to see that company's products.
Connect with customers
Interacting directly with customers helps companies understand the needs of their target audience. Through online interactions, a business can learn about customers' likes and dislikes and improve their experience. Understanding the company's audience better can also help inform future product offerings.
Redirect your messaging
Social media platforms make it easier for users to communicate with each other. A company can join a conversation to answer questions about its products or promote its brand image. This might also be a good way for a business to address any issues and redirect the conversation back to its mission and message.
Build trust with your customers
Producing content that is valuable and informative is a good way to build trust with the customers. Attempting to resolve a customer's problem quickly is one example that shows a company's commitment to providing a positive experience. Building customer trust increases loyalty and the likelihood that customers may recommend its services to others.
Improve search engine algorithms
Social media platforms have algorithms that favour posts with high engagement that result from meaningful content. The more users that engage with the company's content, the more its posts appear at the top of their feed. This gives a company better visibility to customers when they post new content.
How to increase social media engagement
Organizations can follow the steps below to increase their company's social media presence:
1. Determine the current level of activity with their social media posts
A company can start by looking at some basic metrics on various social channels:
Number of followers or subscribers
Number of impressions or times people viewed a post
Number of people who liked, shared, or commented on a post
Quality of engagement
What people say about the brand
A company can also consider investing in external analytical tools that provide more precise detail on users' behaviours with its account.
2 Set a goal
Once a company understands its current level of engagement, it can set a goal for the level of activity it may like to see. Objectives can vary based on the company's circumstances.
A new business that wants to raise its profile
An existing business looking at new ways to connect to its clients
A business that has rebranded and wants to attract a new target audience
An organization can consider linking its social media objectives back to its overall business goals and then decide on the metrics to measure. It can monitor its account using this metric to see if there is an increase in activity. It can also measure the time a user is engaging with its posts and determine if its efforts are translating into increased sales.
3. Create meaningful content
Good content is informative and encourages people to engage in social media posts. Meaningful content can have the following objectives:
Addresses the needs of the audience
Discusses topics that are relevant and timely
Contains visual elements such as videos or photos to attract users
Posting content regularly ensures frequent interaction with customers. This also ensures a company's content is timely and coincides with a business event, such as the launch of a new product. Using a scheduling tool can help to draft content in advance.
4. Engage with customers
Once a company has established goals and determined the type of content to draft, it can create content that encourages users to engage. It can also respond to loyal customers or answer questions they have. Another way to increase social media interaction is to create a post with a survey or a poll that users can answer.
5. Review the level of customer interaction
Regularly tracking the level of engagement with a social media account helps businesses see which tactics are working. It also allows them to adjust an approach that is less effective. As a business grows, it can seek more sophisticated analytical tools that provide more precise measures of behaviour with its social media account.
Tips for increasing social media activity
Below are some ways that a business can increase the engagement level with its content:
Identify a target audience
Knowing a target demographic helps a company craft the type of content that connects best with this group. It can adjust the tone and language of its posts, and select images that most resonate with this group. Knowing its audience can also help a company determine which platforms are best for its content.
Post at an optimal time
Companies can better understand the platform they're using and the best times to post to ensure the highest number of views. To ensure a company is posting content regularly, the social media team can consider delegating the creation and posting of content to other team members. Preparing a calendar ensures that content is consistent.
Post relevant content
It's beneficial to align the content with trending topics. For example, if a target demographic is engaging in a serious topic or issue, a company might consider whether its content aligns with the tone of the discussions. This ensures the organization stays relevant and can share its values and beliefs in a meaningful, topical way.
Respond in a timely manner
A company might address any complaints in a timely manner to show its commitment to a positive customer experience. A quick friendly response increases the chance that customers see a brand more favourably. If it can't resolve an issue to the customer's satisfaction, it can politely explain the reason and offer alternatives.
A company can determine how it wants its brand to be in terms of the language and the tone of its communication. They might consider the style of a post that best resonates with its audience and makes the brand more relatable. Using a more personalized warm approach can connect better with an audience.
Just as the number of interactions with a post can be rewarding, maintaining a user's attention for more than a few seconds can increase their connection with a company's brand. Creative content, such as a colour graphic or picture, can be useful for attracting users to a post. Other forms of media, such as a video, can maintain a user's attention for a longer period and can increase the likelihood of users commenting or sharing a post.
A company can also consider seeking endorsements from high-profile influencers, celebrities, or industry experts that share similar values. This tactic can add credibility to a brand. This can also connect a company to more users that it may otherwise not have been able to attract.
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