Social engagement can be defined as a conversation between brands and their audiences via social media platforms. Blogs, videos, images, stories, statuses, anything your brand puts out on social is an initiation inviting engagement. The most valuable part of this practice, however, is getting to hear back from an audience that will tell you exactly what they want, if you listen closely enough. Creating a space where an audience wants to engage with you can be a challenge – one that will require an investment of time, effort and perhaps good strategy. Remember that your audience will hang around only as long as they’re receiving something of value from your end.
The first step to any social engagement is to understand what you want out of your efforts. Social engagement isn’t about flipping a switch and calling it a day. Instead, social engagement should be looked at like cooking your favorite dish.
Here are some tips for crafting content that people will begin to engage with your brand more often
KNOW YOUR AUDIENCE
When it comes to your brand followers, there is need to ensure your content is exciting. Sometimes the things we consider relevant to our brands, might not be accepted by our audience. Pay close attention to what content is performing well, to find what interests your audience, whether on your social profiles, website, or blogs. Asking your audience directly is also another option. In fact, this gives them an opportunity to contribute and feel valued. By so doing, you’ll get better.
Social engagement hasn’t changed, you’ve got to keep it real. Be authentic and speak with a human voice. The fact remains that it’s still about your audience and not you. Make your messages to be as real to people as possible, and you’ll create the kind of instant understanding that your audience will enjoy. Also, your messages must communicate benefits that are tangible.
USE EMOTIONS TO ENGAGE THE BRAIN.
It doesn’t matter how well your content is packaged if readers aren’t emotionally involved in what you’ve to say. There is need to engage the brain of your readers by appealing to their emotions. Here’s an emotional pathway of content written for results.
- Trust: social proof, statistics, case studies, personal stories
- Negative, a painful problem
- Curiosity, desire, imagination
- Objections, reasons why and why not
- Scarcity, urgency, fear of consequences
- Call to action, clear next steps, reassurances, guarantees, security
Apart from varying your content with different mediums, another way to make your content engaging is by sharing stories. Stories that are full of suspense and interesting have a way of keeping readers hooked. Go ahead and engage your readers with personal stories or experiences, and enlighten your readers with something they may have never known.
Ask for an opposing point of view. Ask for agreement. The point here is to prompt the reader into action. Get them thinking, get them to form an opinion, and then ask them to share it. This needs to be done in a non-threatening way. Majority of people fear to hit the “submit” button on a comment, simply because they struggle with being seen as “wrong.” It’s important you keep this in mind and strive to create an audience where the dialog is the content.
Finally, with the number of potential consumers online today, social engagement is an essential tool for growing your brand. With these tips outlined above, you can leverage on social engagement to raise your brand awareness, attract new customers, and also retain your loyal customers.