engagement

5 Tips for Engaging People on Social Media

One of the biggest challenges businesses have with social media is engagement: Generating likes, comments, shares, etc. After all, what’s the point of your social media presence if you’re just shouting into the abyss? Building an audience that will interact with your business on social media can be difficult. But before you get discouraged, take a look at these tips:

Offer a contest. Everybody loves to win something, even if it’s bragging rights (but if you have an actual prize to offer, so much the better). Contests can be a fun once- or twice-a-year thing, and they don’t have to be very complicated. You can even make it as simple as “Guess how many jellybeans are in the jar for a $25 gift certificate.”

A few years ago, Trenton Bridge Lobster Pound offered a Facebook contest where users created an “unofficial slogan” for the restaurant in order to be entered into a random drawing for a t-shirt. There were a couple hundred entries and an increase in page likes over the duration of the contest.

Brainstorm with coworkers and/or check out others in your industry for contest ideas.

Ask Questions. Ask your followers questions on your social media platforms to drive up engagement. This article recommends avoiding broad questions such as “What’s your favorite flavor?” Rather, they suggest giving users multiple choices and an accompanying graphic. Questions can be phrased as customer-service oriented, too. Example: “If we were to add a new machine to the cardio room, what would you choose?” This could also be done using a multiple choice format. Asking a question encourages people to interact with your page (and bonus points to you for responding back).

Encourage people to share. Encourage followers to share how they use your product (this is also known as “User Generated Content”). If you have a brick-and-mortar store, post a sign encouraging people to check in and/or tag your business on social media. And, the more content you can get others to post on your behalf, the better — it increases your reach, and all you did was put up a sign! Again, there’s a lot of ways to be creative.

Ask for Reviews. It may feel a little weird at first, but trust me — one of the best ways to get online reviews is to “make the ask.” It doesn’t have to be frequent — maybe once a week or every other week — in order to remind people where you are online. Cross-pollinate these requests. Example: Folks might already be reviewing you on Facebook. So post on Facebook a reminder that your business can also be reviewed on Yelp or Google+. People are willing to help you out, but they have to know where and how.

People are willing to help you out, but they have to know where and how.

Pay attention to analytics. Sounds boring? Maybe, but following your analytics may be the most helpful thing you can do to boost engagement. Look at individual social media accounts to devise the best strategy for each. For example, you may find Twitter requires more posts per day than Facebook. Automate this task using online tools such as Buffer, MeetEdgar, or Hootsuite. (Source)

As you create a social media marketing plan, think about how you can incorporate some of these ideas into your strategy and encourage people to interact with what you have to say.

Kassie is a distance runner and a distance reader really. She lives in Ellsworth Maine and, while she might be quiet when you meet her, will throw out something witty when you least expect it.

Facebook Live And Facebook Ads: An Experiment

Rumor has it that advertising/boosting Facebook Live videos is less expensive and more beneficial than other types of Facebook Ads.

Of course, we wouldn’t just rely on a rumor. So we ran a little experiment where we boosted two posts (a Facebook Live video and a blog post we wrote) with the same amount of money for the same seven day period. (Like any good experiment, you should only change one variable at a time!)

facebookadvideooutcomes

 

facebookadvideooutcomes2

Some interesting things we can see right away.

  1. The blog post I promoted wasn’t styled sexy. I could have worked a little harder to make it visually compelling, especially for mobile.
  2. The video got way more direct engagement (clicks) and reach (views) than the other post.
  3. The blog post got more comments and shares, which we could argue is more ‘deep’ than someone liking or viewing.
  4. We didn’t use tracking links or any real call to action (ex: email newsletter signup) to see if these drove actual business. So not an entirely amazing experiment on all fronts.

One experiment can’t definitively prove anything, but our results show that Facebook is making Live video ads a cheaper prospect to those willing to give them a shot. (I will say, it is cool Facebook let’s you pick your thumbnail; don’t settle for the one they give you!).

Nicole runs Breaking Even Communications, an internet marketing company in Bar Harbor Maine. When she’s not online, she enjoys walking her short dog, cooking with bacon, and trying to be outdoorsy in Acadia National Park.