Okay, as a single, 29-year-old you may assume I’m talking about a traditional engagement story–and while I’ve seen my fair share of engagement ring Facebook posts in the last few years, this blog has to do with a different type of engagement. In fact, it’s the more important “engagement” in my opinion–engagement for marketing purposes.
As a social media content strategist for my employer, I sometimes struggle with generating engagement. It’s important to realize from a business standpoint, engagement is not driven by the amount of content posted. Engagement is driven by good content. And engagement can be measured differently. Likes, shares, and comments aren’t all equal, but all are important.
So, how can you improve engagement on your social media networks? Thanks to a thing called “EdgeRank” Facebook has created an algorithm to help businesses improve engagement on its social network. Here are some tips for navigating your brand’s ability to appear in users’ newsfeeds:
- Keep posts short. Users don’t want to read a novel on Facebook. Posts between 100 and 250 characters get 60% more likes, comments, and shares than longer posts.
- Be visual. Pictures always generate more engagement than strictly word posts.
- Ask a question, have a call to action, or know what triggers your fans to respond. This can include simple questions, “fill-in-the-blank” posts, or “Like this post if you agree”-type posts.
- Post daily, but remain relevant and timely. Don’t overload your fans’ newsfeeds, but make sure you consistently appear in it. Being relevant means staying true to your brand or mission, don’t venture off into other topics all together. And most Facebook users are active during 9-10 p.m., so make sure you’re interacting during the evening hours.
- Be creative with promotions. Traditional push marketing messages don’t often work and can ultimately push more users away. Try having fun with your users and in turn this may keep them interested in your brand.
Has your brand had success with a creative, untraditional post in order to gain engagement? Share your experience.
But it’s not all about Facebook (despite what many businesses think). When it comes to engagement businesses need to embrace Google+, as well. A lot of people and businesses still don’t really understand Google+ as a social network and many don’t see its importance because it has less active users than more popular social networks, such as Facebook and Twitter. But it is important. Bottom line. If you’re wondering what’s been going on with Google+, there have been some recent updates to the social network. And like Facebook, there is a method to the madness in trying to generate more engagement and, in turn, helping to grow your business.
Here are some tips to using Google+ to your benefit:
- Include at least one image. A good picture will stand out more on the newly re-designed network. But make sure it’s a good quality image, that displays correctly. A poor quality image will not be received well by users.
- A Google+ post is treated by Google like every other page on the web. That means, a post can be ranked and indexed by the search engine and can be displayed with search results to users.
- Validate your profile. This will enable your image to appear next to a post in search results, which can greater attract attention on search result pages.
- Include links and hashtags. But use the “featured link” in a Google+ post to increase page rank.
Whether you “get” Google+ or not, it’s important to realize it does help with SEO and search results. As a marketer utilizing this social platform can help generate new business and ultimately more brand loyalty.
What kind of Google+ posts does your organization share? Do you think it’s helping consumers “find” you or learn more about your organization?
Social networks are always changing and as marketers, we need to be seen as recognizing these changes and embracing them, so that our consumers will follow our lead. Social signals are what drive engagement. So, the more people who connect with your brand on social networks will help generate more connections through their other networks. In this social world, we are all connected, so why not become engaged?