Promoting products and services on social media is just part of today’s marketing game. Platforms like Facebook and Twitter even allow companies to purchase sponsored posts that are sent into feeds at specific times or are even based on users’ searching habits. But promotion and social media marketing in general is only half the work. Engagement is the other element of successfully using social media as a marketing tool. Here’s a rundown of the most important reasons why engagement is a must.
- It’s important your audience knows there’s a person behind the curtain. Most companies don’t hire someone just to sit at a desk and tweet all day, even though sometimes it may seem like it. Social posts are often scheduled ahead of time through a third-party service that sends out the posts according to a schedule set by the administrator. But it’s not just “set it and forget it.” Engaging with people who interact with posts is one way to show your followers that there are people behind every message that goes out.
- Online engagement shows you value the message, no matter the medium. Businesses use many different forms of media to share and market their products and services. Social media may be a newer form, but it doesn’t need to take a backseat to more traditional platforms. People who reach out via social media should be just as important as those who email the VP.
- Online engagement increases your reach. The bottom line is the more people you interact with on social media, the larger your audience becomes. Online mentions and replies show up in the feeds of your connections’ connections, which increases the opportunity for new people to engage with your message.
Engagement isn’t something that’s on the forefront of every marketing strategy, and most often only makes headlines when it’s used to defuse bad PR. Stay ahead of the game and use social media engagement to your advantage.