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How to Get More Social Media Engagement
By: E. V. Perkins Jr.
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Traditionally, marketing has been about pushing messages — Super Bowl commercials, print ads, email blasts. One-way communication. Unfortunately, that approach continues in social media. As we seek more engagement across platforms, we need to remember that true engagement involves interaction; two-communication between brand and consumer. Here are two tips for better social media engagement.

Ask for Feedback
As you introduce new web content, ask for feedback. You’ll get valuable insights into consumers’ wants, needs, and expectations. Instead of posting “Check out our new (insert content here).” Try “What do you think of our new (insert content here)?” It’s a small change with big potential, especially when you ACT on the feedback. Consumers will see that you’re listening to them and feel that you value their opinions.

Ask for Photos
The social media environment has become more visually oriented in recent years with platforms like Instagram. Developing a campaign around user-generated content is a great way to engage followers. Create a hashtag for a temporary photo campaign. It could be an important day, event, etc. that relates to your brand. Ask followers to post photos and include the designated hashtag. You could build a page for the photo campaign on your website, Facebook, or Flickr. Advertise the page across platforms to encourage more participation. As it grows, you can promote its size with messages like “857 people have contributed to our photo campaign. Have you?”

Here are the results of these efforts:
  • The responses to your messages lead to more @mentions, comments, clicks, etc.
  • More mentions = more brand impressions (see where this is going?)
  • You acting on their feedback and featuring their photos creates loyal followers
  • Loyal followers become brand advocates
  • So on and so forth.

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About the Author
E. V. Perkins Jr. is a marketing and new media specialist in the Milwaukee-area. Learn more about him on LinkedIn and Twitter.
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