Engagement is a great way to measure how interested your audience is in what you have to say. Humans are social beings, and we’re hardwired to talk about the topics that pique our interest.
If we read something interesting that provokes a question, we want to ask it, to get a conversation going. This is engagement in action.
It’s hard to know whether you have an accurate idea of your audience’s interest in various topics if you’re not specifically measuring their responses. Engagement shows you where your audience is most keen on interacting with you - and therefore where your best opportunities lie.
3. Create a social media strategy to bring your goals to life. Create audience personas, set a ratio for organic to paid content that you’ll publish, create a content calendar, and monitor brand mentions.
There are also more platform-specific playbooks for Twitter and TikTok - we could add these in a collapsible section?
Personally, I love using Coschedule 2 to help me with my content calendar. I can schedule updates, get analytics and automate much of the process.
The real killer feature for me is something called Requeue. This will fill gaps in my calendar publishing schedule automatically with a queue of social updates I have created. It will pick from this list based on performance or when they were last sent. It is really powerful and removes a lot of the work of building social media engagement, allowing me to focus on replying.
In my experience, one of the best ways to encourage social media engagement is to engage with your followers. It is so important to be relying to them, ask them questions and thank them when they share or like.
To my mind, too many organizations forget the ‘social’ element to social media instead of using it as a broadcast medium.
This playbook could do with at least one step dedicated to that.