Engagement is a two way street.
You have to actively interact with you audience on social media if you want to successfully build a community and a fan base surrounding your brand.
This means cultivating an online “environment” on social media that encourages discussion, conversation, and user generated content creation.
To engage your audiences, you have to reach out to them.
“Engagement” is of the utmost importance in social media marketing, but it’s not necessarily a single monolithic concept.
In a recent video, Hootsuite divides the concept of engagement into four key areas:
- Content discussions
- Customer support queries
- Proactive audience engagement
- Brand response to negative sentiments
These are all important.
People tend to equate “engagement” with likes and shares, but timely responses to customer service inquiries are a must for many brands. Twitter, in particular, tends to be a platform people use extensively to reach out to brands with questions or concerns.
It also strengthens your brand when you react and respond when someone says something negative about you.
A response that comes across as professional can help mitigate any damage the complaints could have on your company’s reputation.
You can check out the video from Hootsuite below.
You can learn more about social media marketing strategy over at Hootsuite.