11 Aug 2016

The beauty of social media within the context of marketing is its immediacy and intimacy. Through a variety of digital channels you have the opportunity to connect with your target audience in real time. The proverbial “fourth wall” is taken down and you can directly engage with your prospects and customers online. The key word here being engage.

We know engagement on social media is the lifeblood of any social media program. Are your followers responding to and sharing the content you are publishing? If yes, high five! If not so much, let’s take a step back and have a look. Here are three questions we ask when managing social media programs for our clients:

  1. Is the content being shared valuable? As content is planned for sharing over social media channels, think about the audience. Is the content something that they would genuinely be interested in? If the content being planned doesn’t serve the audience in some way it may be time to create or curate new content that aligns more closely to their needs.
  2. Is the company only talking about itself? Think of social media as a giant cocktail party. If someone is only talking about themselves, they may soon only be talking to themselves. We’ve found it to be a best practice to share a healthy mix of owned content along with third-party content that aligns with the overall messaging along with the needs of the audience to keep the conversation flowing.
  3. Is the conversation one-sided? Keep in mind that in order to get engagement, one must also engage. Social media provides immediate access to customers and prospects—cultivate relationships and watch the conversation blossom.

Ready to get the ball rolling? Join the conversation online and tweet with us @SterlingKilgore!