Engaging isn’t just about posting as many updates as possible then sitting back and waiting. You need to come back to your pages and help drive discussion. Find out what your audience is interested in, relate to your brand and consider how you can get them thinking and wanting to add their thoughts to the discussion. Being able to convert semi-interested users into followers and mini-ambassadors can have priceless long term results. We show you how to sow the seeds and how to avoid blockages.
From Beginning to Engaging
Be Up to date – Know
your current events and interesting news updates related to your business. It’s
good to show that you know the relevant news circulating within your client’s
area of interest and that your input is solid. Be sure to post about news
shortly after it has happened and when your users are most likely to be online.
See Twitter trend search advice.
Open Ended – Try not to have the ‘be all and end all’ opinion or answer in a post. It’s fine to add some of your thoughts but avoid choosing sides or finishing off your own question otherwise you’ll leave no room for others to join in. Even something as simple as “Thoughts?” will work better than “do you agree or disagree with this?”
Humour – A great way to invite interest into what you’re posting is if you can be funny. By opening the door to comedians whilst still being relevant, you can potentially have an endless list of replies. As long as what you’re posting is seen to naturally come from your business it should fit in nicely.
Ask Questions – This isn’t just for inducing a response in general to give your pages
purpose, but can give you some valuable information to use later. Things like
“Did you pick up something nice from our sale?” or “What do you guys think of
this new Xxxxxx on our site?” is very inviting to people who love to put their
2 cents in whilst being friendly at the same time. Remember though, not all
your posts have to relate directly to your core business function.
Here
is an example of an open question with an up to date news article.
Spotlight – This involves highlighting related achievements of your customers. Did
someone take a picture of themselves at your workplace? Has someone completed
some sort of challenge you laid out or won a competition? Be sure to post on
how excited and glad you are that they did this, encourage the sharing and how
happy you are to have them as a customer.
Simplicity – Be to the point. Around 80 characters is ideal. Balance out image use,
links and occasional text only posts. Images get a lot more space in a user’s feed, but that isn’t an excuse to
put in something irrelevant to the message you want to communicate.
Blockages to Engagement
Negativity – The need to avoid leading or allowing negativity can’t be stressed
enough. A huge part of posting and also Community Management is keeping up a
mood and attitude that represents your brand and the way you want people to
respond. Don’t make complaints (even about competitors), don’t argue or
highlight the wrongness of your audience. If it seems hard to avoid, think
about what Mum always used to say; “if you don’t have anything nice to say,
don’t say anything at all” :)
Ego – Never go into too much detail when posting anything about yourself on
a company page. Remember, you’re representing your brand and that’s your
starting point for getting people interested, replying and going where you want
them to. Even if your company is named after a figurehead, that figurehead still
represents a brand and a set of ideals not an individual.
Forcing – Don’t push people to join a conversation, if they’re not interested you
need to leave it, learn from it and revise for next time. Repeating a similar
idea or conversation in different spaces or times can work fine, but annoying
people will do damage.
Overselling - You will lose people if you’re always trying to
push products in their face without any tie to their values or drive to find
out important information. Sharing promotions and points of interest is fine
but make sure this is balanced out.
Mundane Chatter – It might be ok to update with “Eating cereal”
on your personal page but for a business this is a poor look and it doesn’t
give people space to converse or use their imagination. Mix it up!
For HR and Small Business
For you, inviting ‘Spotlight’
activity will be a real winner. If you can entice people to share their
experiences on your site or even have an ‘attendee of the week’ type of entry
where people upload their own content things should grow smoothly. Apart from
helping to create a fun and comfortable environment, this kind of sharing will
be imperative for new users and visitors as using your service may be a fairly
large decision for them and evidence from others can really help!
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