The Importance of Social Media Engagement and What This Means to Your Cat
Engagement. Look at that word, can't even read it without feeling like a condescending social media "guru." But for real, let's talk about this. If any of my clients had superb social media engagement going on, they wouldn't need much of my help. Poor engagement truly is the source of all social media failure. I mean, Facebook won't even give you a chance without engagement. So, why are we in an engagement epidemic?
The problem is that someone - and I have no idea who or why - once told the universe that EVERYONE needs to be on social media. So, all these brands just kind of showed up and didn't know where to go from there. The good news is that this gives YOU a huge opportunity to exceed your consumers' expectations.
Allow me to elaborate.
Here at Signet Interactive, everything we produce must answer the following three questions:
Does this make our client more visible?
Does this make our client more credible?
Does this make our client more relevant?
Now, I'm new here, but if everything else at this agency didn't confirm that we are a perfect fit (where have you been all my life, Signet?), then this is definitely it. If your social media's content strategy doesn't answer those three questions, then you've got some re-thinking to do.
Say you're an e-commerce site selling inflatable unicorn horns for cats. Sure, a select few who think their cat is magical are out there searching for your product, but how are you going to ensure that your product is visible to the rest of the World Wide Web? You can schedule a few pushed posts on your social accounts, but that's like shouting "I have unicorn horns for cats" out your window, which believe me, won't get you anywhere. Being visible means so much more than just having a presence. You've got to proactively talk to the right people - go out there and find those magical cat owners, and engage with them. Then, their followers will notice, and voila, you're becoming more visible AND building a following.
Now it's time to talk about your content. The problem these days is that brands focus on numbers rather than on creating a credible relationship with their followers. You've all seen it: "Like this post if you agree that it's hot outside," "RT if you think we're a store telling you what to do." For instance, this recent post from Chick-Fil-A:
Every time a brand posts something like this, a social media manager loses their iPhone. What Chick-Fil-A's social media manager is doing is meeting numbers on paper. Doing their job lazily, if you will. A simple way Chick-Fil-A could have made that post more credible is by linking the post back to Chick-Fil-A's online ordering page. And that my friends, is how simple it can be to exceed your follower's expectations.
This one is probably the most important of all. If your content is not relevant to your audience, then you DEFINITELY won't be getting much engagement. So, it's important to maintain relevancy while meeting your brand's social media goals. For example, one of the goals in your inflatable unicorn horn site's social media strategy could be "to position myself as a feline accessory expert." It's a legit goal, you guys. And, if you were the first to find a DJ Cat Scratching Pad on the internet, thinking "this will obviously make me more visible and credible to cat lovers, but is it relevant enough to my audience to make me an industry expert?" The answer is yes! Cats? Check. Accessories? Check. Awesome? Check. By sharing the latest trends in your industry, you're keeping your audience interested while simeowtaneously (I had to) becoming an industry expert.
Bottom line is, what sets your social media networks apart from your print ads is engagement. Without engagement, you're losing visibility, credibility and relevancy. And with so many brands like Chick-Fil-A doing it wrong, you have an opportunity to stand out. So, what's holding you up?