You’re creating an abundance of highly valuable social media content for your business’ blog, Facebook page, Twitter profile, Pinterest boards, and YouTube channel.
However, your audience just doesn’t seem to be engaging with it. They’re not liking, commenting, sharing, pinning, or re-blogging any of it.
It’s amazing content, so what gives?
You’ve even implemented various techniques in hopes of stimulating engagement such as asking questions to close out your blog posts, or to feed to your followers on Twitter or Facebook.
Even executing these techniques hasn’t helped. Why not?
Well, some people may chastise me for saying this, but in general – as in not everybody – people are lazy on social media.
They’re involved in social media as observers and as consumers of content, not necessarily to get involved and engage in the multitude of conversations being had.
These people aren’t likely to answer your complicated questions, enter your video upload contest, submit essays, take photographs, or send you DNA samples.
So, what can you do to increase engagement rates?
In short, ensure that what you’re asking your audience to do is very simple.
Likes and favourites.
Virtually every social media network has some form of simple engagement. If you ask your audience to ‘like’ a post versus commenting on one, chances are much greater that it will drive engagement. Why? Because it’s easy.
Anticipate answers to questions.
Despite what I said above, you’re on the right track to stimulating engagement rates by asking questions in your posts and updates. However, when you are crafting your questions, anticipate what will be required of people to provide a well-crafted response. If answering your question requires that your audience have a Doctorate in astrophysics, you’re not likely to get many responses. Keeping the cognitive requirements to engagement low and accessible to a diverse audience is key.
Evaluate your engagement to reward equation.
Think about what your audience is getting out of engaging. If the value for them engaging with your content isn’t really going to result in much reward, the incentive to get involved will take a hit. Try to create a method by which you can reward participating audience members to increase engagement rates.
All of this isn’t to dismiss the value of deeper engagement, because there certainly can be great value in it, but there are times when setting your sights on simpler methods of engagement is a prudent decision for your audience.
For instance, there are some demographics that are not likely to engage with your business if it requires too much effort. Further, there are some groups of people who are simply not prone to engage at all, and are perfectly content to gain value by merely absorbing your content. Learning about Forrester’s technographic profiles a great place to deepen your understanding about different demographics’ use social media and technology.
By getting to know your audience and understanding how they engage on social media, you’ll be better prepared to heighten engagement rates, or set realistic goals and expectations when it comes to anticipating engagement.
How do you incite engagement with your community?
What form of engagement do you find to be most frequent – likes, comments or shares?
As always, it would be fantastic to chat with you about this more in the comments, or on Twitter @RGBSocial
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