About the E-word: Why Engagement Matters on Social Media

When it comes to social media, followers are great. Lots of followers? Even better. But if that’s your only goal, you’re missing out.

Social media is an excellent communication tool, for both personal and professional purposes. We use it to stay in contact with friends, family, acquaintances, and – for businesses – potential customers and clients. It’s a way to make connections, promote a brand, and provide timely customer service.

The problem is when too much focus is placed on the wrong part of social media. Some strive for a high volume of followers, over-promote themselves, and then sit back and hope that translates to success. But they’re forgetting an important aspect, and it’s one thing that can really help their brand. That’s the big e-word: Engagement.

I’m sure you’ve heard this before, that social media engagement is important for businesses. But what exactly does it mean? Simply put, it’s conversation. Putting the “social” into social media. Messaging, genuinely interacting with followers, and (here’s that e-word again) engaging with them.

Engagement creates relationships, and that’s the real goal. When you share, like, or comment on what other people are posting, it shows that you’re interested in what they have to say, instead of solely using the medium to talk about your brand. And when the public is engaging with you the same way, it means they’re paying attention to you – your messages are getting through.

Social media isn’t meant to be stiff and corporate. Have fun with it! Let your brand have a personality; be friendly and start some conversations. Foster relationships and see how it can help your online initiatives go further. When you engage the public they’ll engage with you and your brand in return. That’s the simplicity of the e-word.