Optimizing Your Social Content

Well, it’s almost 2012 and the advent of using social media for businesses is pretty much old news. Whether you’re a B2B or B2C business, you probably already have a presence on various social networking sites. I don’t want to beat a dead horse and tell you why your business should have a social presence, but instead I want to talk about how you can drive engagement with your customers on social media simply through the content you post.

What encourages engagement on Facebook and other social networking sites? It’s a question that probably all businesses want to know. Some are doing it well, others not so well.

Most businesses at least know that they should have a presence on Facebook, but they don’t know what to do once they get there. Facebook isn’t going to prove to be a successful marketing tool for your business if you just create the Page and let it sit there. You can cross your fingers and hope to get a couple hundred “likes”, but just like all things in life, you have to put in some to get some.

A recent study on eMarketer dealing with Facebook engagement revealed a couple key points:

  • Facebook posts with photos and videos see higher engagement rates than those with just texts or links.
  • Facebook status updates that ask fans to “like” the post see more than double the engagement rates than status updates that don’t include the word “like”.

Also, there are a couple other tips regarding engagement on social media on mobile devices according to a study by Virtue:

  • Posts with less than 70 characters received more likes and comments.
  • The most social media interaction on mobile devices takes place on the weekends, with the most comments generated between 10 and 11 p.m. on Fridays.
  • Three times of the day are reported to have the most interaction on social networks: 1 a.m., 6-7 p.m. and 9-10 p.m.

Of course, there are plenty of other tools you can utilize on social media to drive traffic and interaction on your page, including quizzes, polls, and contests. But businesses can still drive engagement with basic posts simply by paying attention to the stuff that has been proven to work.

I’ve mentioned it before, but your brand should adhere to a full circle marketing strategy—one where all elements are working together in a perpetual motion to maintain what is ultimately the most important part of your business—the relationship between you and your customers.


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