How To Win Social Media Engagement – Just Ask The Question
I often refer to social media activity as a “conversation” – this implies two-way communication and reinforces the word “social”. Without two-way communication, social media is just another media platform in already too busy media world.
There are some benefits to using social media as a broadcast channel. While it might lack the mass market reach of TV, radio or print campaigns, it can be highly targeted, enabling you penetrate a particular market based on clearly defined objectives. This will help you keep marketing costs down and reduce waste by avoiding hitting people who are just not interested in your product or service.
However, unless your audience is truly engaged with your message, the social media environment makes it all too easy to ignore.
Unlike traditional broadcast media, social media cannot rely on a catchy jingle to grab attention or the certainty that their audience is completely absorbed in their world (for example: when listening to the radio in the car). Social media needs to start a conversation and yes that means two-way communication.
So how do you start a conversation on social media?
The answer is pretty simple. The same way you start a conversation in real life – you ask a question.
An airline promoting a new route might ask their social media followers or fans to recommend their favourite restaurant, hotel or activity in their new destination city.
A publisher promoting a new book might want their followers to share stories of how they first discovered an author and how their work has impacted on their life.
An event organizer might ask their followers to share photos or tweet before, during and after their event using a prominent hashtag to build a wider audience.
The secret to starting a conversation on social media is not to be too salesy. It is possible to draw attention to your product or service simply by talking around it and not shouting “BUY THIS PRODUCT!”
How could your organization start a conversation on social media? Let us know on Twitter @Viralheat and let’s get this conversation started.
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