3rd October 2016

How to optimise community engagement on social media

Community engagement can make or break a brand. To do it well, and achieve results, there are a few things you need to consider:

  • Proactive content – are you posting about things that are interesting to you, or to your audience? The former is like going to a party and talking only about yourself, people get bored and disengage.
  • Reactive content – when you post, consider what’s going on in the wider world. If something is happening that is relevant to you or your audience, post about it.
  • Pay-to-play – it’s more important than ever to support your content with ad budget. Social networks are increasingly monetising their channels and reducing the ‘reach’ of content that doesn’t have advertising budget behind it.
  • Customer service – social media is now a primary place for people to seek help, support and advice. 40 per cent of customers expect a response within 60 minutes or less, but brands take an average of 5 hours to respond. Handling issues well can be the difference between brands that sink and those that swim on social. Having a trained, responsive team is paramount to success.

By Anna Wilson, Head of Digital