Social media is essential to the success of a digital marketing campaign. If you have done your research, you should know which social networks your audience likes to use.

You also know that publishing great content on a regular basis brings more leads and ultimately conversions. You have been doing that, and yet, you don’t see the results.

Why would that be?

If you are worried about what happens to the content you share (Does anyone read it? If so, why does no one comment? Where are the likes?), then it is possible that user engagement is the missing ingredient in your social media marketing strategy.

There’s a lot more to using social than setting up profiles and dutifully sharing your blog posts on it. Sharing itself does not equate to engagement. You may have thousands of followers on Twitter, but few retweets of your posts.

Here’s my take on how to change that with user engagement:

  1. Decide what you want to accomplish through social media

Start by determining the purpose of the social media pages for your business.

The purpose might be to:

  • Popularize your content
  • Participate in industry discussions
  • Create brand awareness
  • Promote products and services
  • Reach new audience
  • Address customer issues
  • All of the above

Likes and shares are all well and good, but what benefits are your followers going to derive from your social media pages? Ultimately, users will only engage with your content if you have something of value to offer them. Merely pushing out videos and blog posts or retweeting random comments is not going to generate interest, but talking to them will. Addressing concerns and inviting questions definitely will.

  1. Pay attention to the kind of content that gets shared

It’s helpful to keep your eyes and ears open on social. I assume you know what your competitors are up to. At the very least, you are aware of the amount and the type of content that gets shared widely within your industry.

I’m also assuming you are aware of the trending topics in your industry.

If so, pay very close attention to the topics that generate the most interest among your customer base and create more of that kind of content in order to initiate communication with them.

  1. Learn from your popular posts

Learn from your own viral posts and create more of that which has gained popularity in the past. Be careful here though, you don’t want to become repetitive. Take elements of what made your post popular and re-create them in future posts. Look at the comments on your most popular posts and glean topic ideas from them.

  1. Remember to socialize

I would call the interaction that takes place on social media research. Only accessing your Facebook, Twitter or LinkedIn business account when you are notified of relevant activity is selfish and non-productive.

Keep the communication going with non-business related content every now and then. Write a cheerful tweet just to brighten up someone’s day. It doesn’t have to be all business all the time. That’s why it’s called SOCIAL media!

  1. It’s not just about scheduling posts

This is another mistake that marketers often make. They schedule posts and forget all about them until they are notified of retweets or responses.

Numbers can be a vanity metric. It’s extremely satisfying to look at an ever rising number of shares for a piece of content that we pushed out after a lot of thought and care.

However, as flattering as those shares are, it’s important to follow conversations around your content.

If you are lucky enough to attract more comments than you have the time to answer, do address the most representative/relevant of them.

  1. Follow clients or past customers

Once you have successfully done business with someone, make sure they continue to be in your social circle.

A continual engagement with clients or previous customers is a great way to acquire a new audience. You’ve already established credibility and have common acquaintances. This is a great conversation-starter!

It’s all about dialog

There’s no two-ways about it – you have to generate conversations in order to drive conversions. Social media is all about dialog. As a business, you are perfectly poised to have it with your followers.

Online marketing has substantively changed the way we do business. You are only limited by your imagination. Conversing with a smart and savvy audience is a pleasure, but it does require you to take an interest and approach your social goals with enthusiasm. Give these suggestions a try and let me know how it works out for you!


Pete Peranzo

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