How To Increase Social Engagement (With Tips)

By Indeed Editorial Team

Published May 11, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Social engagement refers to online interactions between customers and a business. When a business has high social engagement levels, it can build better relationships with its customers and increase its sales. If you are a marketing or business professional, you may benefit from learning how to increase social engagement for your company. In this article, we define social engagement, explain its benefits and provide steps and tips for improving your company's social engagement analytics.

What is social engagement?

Social engagement is any interaction between consumers and a company on a social platform. This includes social media sites and company websites. Businesses use social engagement to help promote their brand, gain new customers and maintain a relationship with their loyal customers.

Related: How To Engage With Customers Effectively

Benefits of improving social engagement

Improving the social engagement of your company can offer many benefits, including:

  • Increases sales: Using effective social engagement methods may increase the number of sales your company makes. This is because customers often make purchases from online platforms.

  • Improves communication: Social media platforms allow companies to communicate with consumers and other businesses directly. Using social media also often reduces a company's response time to customer requests.

  • Manages reputation: With so many platforms available for consumers to converse on, customers likely have many online conversations about your company. Having effective social engagement practices helps companies join these conversations and shape their online reputations.

  • Builds relationships: Interacting with customers via social platforms helps companies build relationships with them. It also allows your company to seem accessible.

Related: What Is Customer Engagement? Definition and 4 Engagement Strategies To Implement Today

How to increase social engagement

In order to achieve the benefits of practicing effective social engagement, follow these steps:

1. Understand your current level of engagement

In order to increase your company's social engagement, you first need to analyze the levels of engagement you currently have. Many social media platforms have built-in tools to measure engagement analytics. Marketing professionals also can provide this data.

While it is important to measure how many people are engaged with your company online, it also provides useful insight to test the quality of those interactions. For example, if one user follows your profile but never interacts with your content, their engagement is not as strong as a user who often comments on your posts. When analyzing your current and past engagement, try to understand the general reputation consumers associate with your company. This allows you to either follow or challenge that reputation later.

Related: Steps for Measuring Marketing Effectiveness

2. Set a goal

Setting a specific goal for your social engagement is an effective practice. This helps motivate you toward the goal and ensure each professional on your team understands the company's vision for social engagement.

Try to have a specific measurement in mind for your social engagement analytics as well as a goal for the company's reputation or type of content for the company to post. For example, your goal for the company account could be to earn a thousand more followers or to gain the reputation of having a funny and quirky online presence.

3. Plan content

Posting compelling content often helps increase the possibility of social engagement, as your customers have more chances to interact with your posts. Try to post engaging content along with your regular text posts, such as pictures and videos. This keeps your company's social profiles interesting and appealing to look at.

4. Interact with customers

It is important to interact with customers often. Try to acknowledge comments and loyal customers, as this behavior encourages consumers to reciprocate engagement. One way to ensure customer interaction is to offer surveys and post content that customers can participate in, such as an online poll.

Also, consider allowing consumers to access customer service representatives online. This helps your company resolve issues faster and may earn an accessible reputation for your company.

5. Analyze social engagement

As you work to increase your company's social engagement, try to analyze and monitor the company goals. This helps keep you and your team informed on the social engagement levels of the company. Being aware of these analytics allows you to focus your efforts and improve them if necessary.

Tips for increasing social engagement

When setting goals to increase your company's social engagement, consider implementing these tips:

Schedule posts

Creating a posting schedule for your company's social media accounts ensures you are regularly putting out content. This gives customers more opportunities to interact with the company's profile, therefore increasing their social engagement levels. This practice also helps organize responsibility within your company. Having a known posting schedule allows your team to hold each other accountable for posting content.

Consider your target audience

Whenever you are posting content to your company's social websites, consider your target audience. This can affect the tone and content of your posts. It is often easier to improve social engagement when your company's online presence matches your target demographic's attitude. For example, if your company caters to younger audiences, you may want to incorporate some humor in your company posts.

Manage feedback

Customers likely want to discuss their experience with your company online. When a customer makes a public or private statement about their experience with your company, try to engage with it. Whether or not the feedback they provide is positive, responding quickly can resolve any issues and maintain a good relationship with the customer. this behavior also shows other customers your company cares about their experiences.

Related: 13 De-escalation Techniques for Customer Service Professionals

Seek endorsements

Companies seek endorsements by reaching out to well-known public figures and organizations and asking them to promote their product or service. While this partnership is usually only for a limited time, it often can earn new customers for the company.

Consider the possibility of an endorsement for your company. When choosing a person or group to represent your brand, be sure that their values align with your company's and customers' general values. This helps you foster an impactful endorsement. For example, if your company and customers are passionate about eco-friendly practices, having a public figure who is dedicated to environmental sustainability endorse your service or product may encourage their followers to engage with your content while pleasing your existing customers.

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