Social media engagement measures the public shares, likes and comments for an online business’ social media efforts. Engagement has historically been a common metric for evaluating social media performance but doesn’t necessarily translate to sales.
Responding to Queries
Customer service today is customer-driven and omnichannel. When someone is reaching out to your brand on social media, you need to be listening and ready to respond. Regardless of where your social media effort stands, it’s always smart to evaluate your social response strategy.
Some of the basic rules to follow when it comes to social response:
- Always respond (and try to do it within the hour)
- Have a plan in place and official statements drafted
- Be consistent with responses
- Track everything
- Be friendly and personable
Cross Communicating with Influencers
The right influencer is someone who can reach your target audience, build trust, and drive engagement. They will create original, engaging content that is in line with their own brand (rather than following a template advertising style provided by a brand).
Before reaching out to a potential social media influencer, you’ll need to consider the three Rs of influence:
Influencer marketing is when a business collaborates with an influential person on social media to promote a product, service, or campaign. These people know as “social media influencers,” have dedicated and engaged followings.
Celebrity endorsements were the original form of influencer marketing. But in today’s digital world, regular content creators with niche audiences can often offer more value to brands.
The key is trust. Your audience must trust and respect the opinion of the influencers you partner with. Without the trust component, any results will be superficial, and you’ll struggle to see a tangible business impact from your efforts.