Nowadays, everyone has a Facebook profile, most have a Twitter account and some check in on Foursquare. Whether it’s a check-in, a status update or a tweet, social media sharing has become an integral part of our culture. Sharing photos of family soccer games and articles about current events are common occurrences online. But, if everyone is posting a random assortment of information, how are users fostering engagement between one another?
Simply by personalizing their own content. As a social media user build a niche for yourself. Whether it be tennis or knitting, if you have a passion, share your thoughts about it. Chances are someone else shares the same passion. The commonality between users is the first step in engaging with your audience in a social media environment. Keep your content fresh, updated and relevant. Stick to your topic and provide information on upcoming events, industry trends and related news articles. Reach out to other users who are already talking about your interests.
For example, when using Facebook incorporate personality into your content. Try to remember to engage your audience by telling them why the article or blog you posted is important. Share your own thoughts about what specifically you thought was the coolest part of the article. To foster engagement, consider what is significant to you and them. The ultimate goal is to drive interactions to build relationships. These relationships are built through the use of likes, comments and shares. Sometimes this can be easily achieved by telling your audience what you want them to do or asking them a question; other times it is achieved but the engaging nature of how you have packaged the content you are sharing. Use this same idea on Twitter, but keep it under 140 characters.
Another strategy to remember is the 1/3, 1/3, 1/3 rule. Everything that you’re doing in the social space is to serve a three-fold goal. 1/3 of your content should be promotional about your products, company or activity. The other 1/3 should serve as an educational resource for your audience. The final 1/3 should be engagement which includes responding to user comments, posting new questions and interacting with your community members on any platform.
Constantly think about ways to tie outside content to your online brand, even if it is your personal blog. Just as you would build a relationship in-person, do the same online. This doesn’t mean sharing every detail of your morning commute or afternoon meeting, but rather current content that users will enjoy and share with their followers. Use your social media presence to foster engaging conversations by providing meaningful content and posing thought-provoking questions. In the end, you’ll learn some things about your audience or customer base while simultaneously letting them get to know the real you and the heart of your brand.