5 Ways to Promote Community Engagement with Your Brand on Social Media

Practically all brands today have their own social media accounts, but not all maximize them in making use of their abilities to help them engage with the social community. More than 1 billion people are active on Facebook, and there are more than 100 million people who are active on Instagram each month. Your brand can not afford to miss out on trying to engage as many of these users as it can.

Promote Community Engagement with Social Media

Whether your business is using social media to drive traffic to other forms of its online presence or giving the online social community the content that it wants to see, it certainly needs to be engaging its audience on social media in some way.

1. Direct social media users to your brand’s website.

This particular form of engaging your social audience has a double benefit: it gives a call to action and increases the traffic that is received by your brand’s website. In using a call to action on a social media account, be it telling the user to “Shop now” or “Learn more here,” your brand is getting their attention. Then, with your call to action linking them to your site, they are able to interact with your landing page or even a microsite built on a niche specific domain name.

Using your brand’s social media platforms to direct traffic to your website engages them in a way you would not be able to without that call to action to pay your site a visit. Engage the user enough with your social media content that they take the call to action to visit your site, then engage them further and develop your brand identity once they get there.

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2. Create and share valuable content.

The content distributed by your brand on its social media channels has to encourage users to stop and actually check it out rather than keep on scrolling past it in their feeds. After all, social media users can not engage with your brand online if they don’t even see it or are not interested in what they do see.

Develop and share content through your brand’s social media accounts that catches the attention of users, that is of interest to them and/or relates to them, and that is cohesive with your brand (therefore making it recognizable as having your brand as its source).

Use appealing visual media in the form of product images or a graphic notifying people of an upcoming sale. Engage the community available to you on social media by attracting them with your content — content that allows them to learn something, be entertained, encourages them to make a purchase, or to generally be more connected to your brand.

3. Use a clear, consistent voice.

The voice you use to communicate through your social media posts should be identifiable and consistent. Without that consistent voice, you are not giving social media users any opportunities to draw from your content and establish an identity for your brand in their minds.

Give your social media posts the personality that is associated with your brand. Without it, it is easy for users to lose any connection to your specific brand they may form from the content they see you posting. Also, if your posts do not seem to all be coming from the same source, it is likely that your community on social media will not be able to establish an identity for your brand at all.

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4. Promote brand recognition.

Through the profile picture and cover photo you select for your business Facebook page, to the content you share and the voice you use to communicate, your business needs to present itself as a unified front of brand identity. Without consistency in the personality of your brand and how it portrays itself on social media, users are unable to form a clear thought pertaining to what your brand is all about and how it seeks to serve its audience, much less be able to recognize it in any future interactions with it.

Use your business logo in an easy-to-read and easily seen format for any profile pictures on social media accounts and something that is high-resolution and relevant to your business for any cover/backdrop photos. For your content, keep it all in the style of your brand and cohesive with the message you are wanting to send to the public. Help your social media community be able to recognize and remember your brand so that they can engage with it and form a connection to it.

5. Listen to your audience.

No one likes to feel ignored, and your brand’s social media community is no exception. When a user takes the time to comment on a post by your brand or ask you a question online, acknowledge them in some way. If they ask a question, answer it. If they make a comment about liking what you are doing it, say thank you. Although it may not be appropriate or productive to respond to each and every comment made on your brand’s social media channels, leaving all of them ignored demonstrates to people that your brand is disconnected from them and/or doesn’t care.

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Social media users will not continue to engage with your brand online if they think it unworthy of their time. Encourage them to engage with your brand on social media by also being engaged with them and showing them that you are interested in what it is they have to say.

Use all the people on social media to your brand’s advantage. With the content you provide them and the way you identify the brand of your business, you can prompt them to engage with you online. With engaged followers, your business can present a strong brand identity to its audience that they will connect with and remember.

Promote Community Engagement with Social Media

Sarah Saker

Sarah Saker is a business coach and freelance writer that specializes in helping SMBs setup processes for customer support and predictable growth. When not writing or coaching, Sarah can be found on her (small but growing!) family farm. Connect with Sarah on about.me for coaching or writing help.