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News & Insights

Social Media Engagement

Define your goals and objectives - why are you on social media?

Hopefully, you already have a good understanding of how social media can help your business. But if not, this is the time to get clear on why your company needs to be on social media in the first place.

A few questions to ask yourself:

  • What are my goals? How do I want people to respond when they see my brand or product?

  • What are my objectives? How do I plan on achieving those goals?

  • Who is my target audience and how do we engage with them in ways that will make their lives easier or more interesting (or both!).


Social media has become increasingly essential for businesses. It's a great way to build a brand and engage with customers, but it can be confusing to know where to start. That's why we've compiled this list of tips on how to create an effective social media strategy that works for your business:

Be where your audience is - which social network is right for you?

Choosing the right social network can help you reach your audience, engage with them and build a community around your brand. Don't try to be everywhere at once – focus on one or two networks that are best suited to what you want to achieve.

There's no "one size fits all" approach, so be sure to ask yourself these questions when deciding which platforms will work best for your business:

Is my target audience already active on this platform? If not, is there an equivalent alternative? Do I have time and resources available to properly engage with customers who use this platform? Do I need a presence on multiple networks (e.g., Twitter and Facebook) in order for it make sense from a marketing perspective?

Plan and schedule posts in advance - use tools to be efficient!

It is important to plan and schedule posts in advance so that you can be efficient. I recommend using a tool like Hootsuite, Buffer or Sprout Social to help you do this. These tools allow you to schedule posts in advance and monitor your social media accounts at the same time. Additionally, they allow users to manage multiple accounts at once which can save a lot of time! They are free or have free trials (like Buffer), so there’s no reason not to give them a try!

Engage with your followers - ask questions, promote user-generated content and respond to comments.

The best way to engage with your followers is to be knowledgeable and relevant. To achieve this, you should:

  • Ask questions of your followers that are relevant to their interests. For example, if you sell wedding dresses, ask for feedback on what kind of color scheme would look best for the upcoming season.

  • Promote user-generated content from customers or employees. User-generated content can increase engagement by giving users a sense that they're part of the conversation—and also provides valuable data about what's working well for your business by showing off its personality in ways traditional marketing often can't match (this also makes it more likely that such posts will be shared).

  • Respond directly when comments are posted on your page or post by users who have engaged with you before! Furthermore, respond consistently across social media platforms so those who follow you will know where to find answers whenever necessary."

Create a funnel and add value at each stage - try giving something away for free.

In this section, we’re going to look at how you can use a funnel to get more out of your social media efforts.

Here is how it works:

  • You attract new followers by giving something away for free.

  • You convert these followers into customers or subscribers by giving them value in the form of a good deal or useful information (think ebooks and webinars).

  • You have a chance to increase engagement with those who are already following you by giving them additional content that will keep them coming back for more (think newsletter subscriptions).

  • And finally, once people are familiar with your brand and know what kind of content they will find on your profile(s), it becomes easier for you to ask for referrals from their personal networks—a great way to reach new audiences!

Monitor your results - see what's working and what isn't.

Once you've got a plan in place, the next step is to monitor the results and adjust your strategy as needed. Google Analytics is an excellent tool for this, as it allows you to track which of your posts are most successful in terms of engagement. If one particular type of post has low engagement and another type has high engagement, perhaps it would be worth focusing more on that kind? Or if nothing seems to work at all - does it have anything to do with how long ago a post was published? You may need to change things up if you're not seeing any results from social media marketing!

Some examples of successful social media campaigns include:

  • An ad campaign where people took photos with cutouts from a magazine featuring fashion models with disabilities (it was done in Denmark)

  • A nonprofit organization that created an awareness campaign for breast cancer by tweeting about bras everyday for three months

These are some of the basics of building an effective social media strategy.

These are some of the basics of building an effective social media strategy.

  • Define your goals.

  • Know your audience.

  • Plan and schedule in advance.

  • Engage with followers during the week to boost engagement levels on weekends, when people tend not to be online as much (and thus less likely to see your tweets).

  • Create a funnel that adds value at each stage—for example, by offering free resources like guides, templates and checklists (but don't forget about customer service!). You can also provide discounts or coupons for products or services based on specific actions such as following you on Twitter or liking one of your Facebook posts! It's all about building trust by helping them solve problems so they'll feel comfortable buying from you later down the road!


At the end of the day, social media marketing is not a magic bullet that will turn your business into an overnight success. It’s a tool that can help you reach new customers and engage with them in a way that’s more appealing than traditional advertising. The key is to use it wisely, understand what works for your audience and why they like those posts so much!

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