There's just no satisfying the social media beast
these days. Just when you think you've got a good wave of engagement going, algorithms change, people change, conversations change. So if you're still thinking a lot of likes is a sign of social engagement success, then please...sit down, my son.
Fostering truly meaningful and insightful engagement via your social channels involves much more than amassing likes. You want likes, yes. Comments? Even better. But even likes and comments put together can't match up to the value of the share.
The share represents a holy grail of social media marketing
: Content so compelling that someone shares it with all of their friends. Facebook's algorithm gives significantly more exposure weight to the share than it does to likes or comments.
So how do you get the shares?
Lay a good foundation. Make sure you know what your audience wants. Survey them. Do your research. Find out where they hang out online and what resonates with them.
Be useful. If you give your audience information that is valuable to their everyday lives, they will share it.
Be emotional. It's possible to strike nerves and tug at heartstrings while remaining appropriate and relevant to your business. Content that gets to the heart of what matters to your audience will get shared.
Inspire. The true, unfiltered stories of actual people overcoming life's struggles are almost always sure to compel someone in your audience who can relate to share the inspiration with friends.