4 Tips to Increase Social Media Engagement
Although 89% of companies expect to compete mostly on the basis of customer experience1, most fall short of meeting customer expectations.
While it’s nice to get validation on the content you publish, social media engagement is about much more than getting a retweet on Twitter or a like on Facebook. It’s about nurturing a relationship with a prospect or a customer and creating an exceptional, personalized customer experience.
Here are four tips to foster more authentic relationships and increase social media engagement.
Tip #1: Exceed customer expectations with quicker responses
According to a Lithium study conducted by Millward Brown Digital, customers have high expectations for a quick response. The bad news is that customers will punish brands that fail to respond on social media quickly. 53% of Twitter users expect a brand to respond to their Tweet in less than an hour; that figure jumps to 72% when it’s a complaint. When companies don’t meet these lofty response expectations, they should expect negative consequences. The majority of users will express their dissatisfaction by closing their wallet or by taking to social media to publicly shame the brand.
The good news is that brands that recognize and seize the opportunity to meet consumers’ rising expectations can achieve serious results while standing apart from their competition. Customers are more likely to buy, and even more importantly, encourage their friends and families to buy from companies who provide them with a timely response. To prepare your brand, enlist the help of social media management tools that will empower you to manage the explosion of social customer service inquiries without sacrificing quality.
Tip #2: Get personal
Brands can learn a lot from their fans’ and influencers’ personal social accounts. A key tactic to increase social media engagement is to show a more human side. If you answer these questions through social media you’ll be on your way to more authentic engagement:
- What does your company do to support the local community or an international cause? Share community and philanthropic involvement stories from your employees’ perspectives.
- Why do customers choose your company over your competition? What product benefits impact their day to day lives? Include customer testimonials in the form of quotes, videos, and blog posts, or host a Q&A session on FacebookLive or Twitter.
- Who are the people behind your company? Share employee stories including quotes about why they come to work every day and what it means to them to provide solutions to customers.
- What does it mean to be a successful partner? Share stories from partners in their own words.
- What makes your company events unique? Share behind the scenes of sponsored events and “in front of the scenes” at industry events that your employees attend.
Tip #3: Lift engagement by 50% with user-generated content
If content fuels social, user-generated content (UGC) is the turbo booster. When brands leverage content from their community, they see a 50% increase in social media engagement.2 The majority of customers trust UGC over branded content.3 Whether you choose to follow the Rule of Thirds, the 80/20 ratio or the 4-1-1 rule, it’s critical to balance your content by sharing others’ content along with your promotional content. Strike the right mix with your audience by analyzing what content they find most engaging, and check out our UGC social marketing guide for more best practices.
Social campaigns that incorporate UGC see a 50% lift in engagement.4
Tip #4: Create videos for more shareable content
Video has a unique ability to connect with viewers. Viewing video on mobile is also very closely related to video sharing; 92% of mobile video consumers share video with others.5 Keep these tips and figures in mind to create more engaging and shareable video content:
- Facebook serves 8 billion video views per day, and 85% of those are viewed without sound.6 Your video strategy should include video content that can stand alone with the sound on mute.
- The first 30 seconds of a social video is what matters most. At 60 seconds, expect to lose nearly half of your viewers.7
- Give consumers faster access to real-time, offline events with live video on Facebook, Twitter, and Instagram or with SnapChat stories.
- Always post videos directly on Facebook and Twitter for better reach. Re-purpose videos for those platforms, but do not link to videos on a YouTube channel.
- Don’t ignore search – include search optimized meta tags and descriptions with your video.
1 Gartner report “Gartner Survey Finds Importance of Customer Experience on the Rise — Marketing Is on the Hook,” Sept. 29 2014
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