What makes people “Like” photos, status updates, or links on Facebook? What makes people retweet or favorite or reply to a tweet? Why do people “re-pin” your stuff on Pinterest? If you have the answer, please tweet me @rongiordan. I would like to hire you and eventually give you my job because you have figured out the biggest dilemma content directors face on an hourly basis.
Social Engagement Based on Content
The biggest issue to those questions posed is this: there are no real answers. We all know “content is king” because that’s the cool buzzword we all use…and also because Google has said so. Since Google runs the Internet and Facebook wants to overpower Google, content is extremely important for Facebook as well. And, because Facebook is trying to make sure news feeds aren’t cluttered with businesses trying to sell, it has made QUALITY content the “end all be all” of a social media marketing strategy. Quality, though, is subjective. And that’s the rub.
I Engage on Social Posts Because…
The comment is the hardest engagement to get for a business. For what reason am I going to comment on that post about getting your air conditioner ready for the summer? Let’s think about this for a second. Let’s pretend you are an HVAC company and have a monthly blog and your recent post on the blog your promoted on Social Media is about getting the A/C prepped for summer. Why should I read it? Look at the headline – “Get Your A/C Checked For Summer” or “Stop Sticking To Your Couch When You Lie on It Naked!” Which headline might make you click? Now, what’s the content? Generic information about air conditioners or a short story about being uncomfortable in your own house and getting stuck to a couch when lying on it naked This is content – a story told from the imagination that makes people feel something. At the end, there’s a call to action. I will comment on how that story made me laugh. I might even share it. And now when I need HVAC help, I’ll remember your blog and chuckle and find you on the Internet. I’ll call and you get my money.
Social Engagement Leads
You can get leads from engagement. It is possible. How? By responding to those people who actually took the time to engage with you! How often are you going to your Facebook page and responding to posts? Imagine if you went to your page and a post had 3 comments! WOW! You should converse with that person. You know what will happen? They will FEEL great that their comment was responded to. Even if the comment is bad, you can turn that around and suddenly have a “client” that is your “friend” and becomes a lead to cultivate to buy your product or use your service.
Cultivate Social Engagement
This takes time. It’s not something that happens overnight. It could take more than a year. But, it gets noticed if businesses are responsive to their potential customers on social media. If you leave posts to the page unanswered or comments unanswered, you are basically telling someone who just walked into your business that you don’t care about them. Engaging with customers who engaged with you is essential for this whole social media marketing “thing” to work. If you don’t have the time to do this, it’s time to find someone who does. I might know where to look.