5 ingredients for an engaged community
For a few years now, it seems like we can’t stop hearing about terms like engaged communities, engagement rates, social media post reactions and performance indicators. And in the end, it all boils down to one question: How can your page attract—and invite interaction from—the most people?
Read on to discover five surefire ways to create an engaged community.
DEFINE A CLEAR, STRATEGIC EDITORIAL LINE
Your editorial line is the through line across all your content. To create one for yourself, start by setting your main goals (What do you want to put out there?). Next up: the themes (What topics do you want to talk about? What do you want your followers to know?) and target audience you want to focus on. It’s a good idea to come up with “personas” to help you get a clearer picture of who your audience is.
A clearly defined editorial line makes for a coherent presence, which in turn allows you send the right message the right way to the right people. This process is sure to garner positive reactions to your posts.
TELL YOUR STORY
People use social media to connect with those around them, but also to have fun and to find inspiration. An effective storytelling strategy will catch users’ eyes, especially if (and we can’t stress this enough!) it strikes an emotional chord with them. Your posts can be funny (who doesn’t love a good laugh?) or moving (empathy is always a win), as long as the story you’re telling shows who your company is. Of course, we’re not telling you to hit them over the head with your story! The objective is to strike that perfect balance that will make each of your consumers feel like you’re just a good friend, speaking directly to them.
The perfect way to make a storytelling strategy work is to put yourself in your target audience’s shoes and immerse yourself in their reality in order to create content just for them.
HUMANIZE YOUR BRAND
In 2018, 60% of users reported they no longer trusted social media (i). This sense of distrust was born out of the Cambridge Analytica scandal, which led thousands of internet users to wonder exactly how safe their personal information was in the hands of social media platforms and to question their trust in online giants, while at the same time pushing the limits of ethics in social media. Crisis or opportunity? Both, if you ask us!
Audiences now want content that is honest and transparent. If your community trusts you and your expert advice, your engagement rates will go through the roof. “Alright, I’m sold!” you say. “I want to humanize make my content. But where can I start?” The first thing to do is state your vision and values. They are, after all, the very core of your identity, your raison d’être, and your community wants to know what they are. Another key step is to make sure the members of your team are proud flag-bearers for your values. Their sense of belonging is what will drive them to spotlight your business. And now for the most important thing: concrete action. Social media is the perfect avenue to showcase your accomplishments and strengthen your identity.
GIVE YOUR POSTS A LEG UP
A lot of engagement nowadays comes from boosted posts. Did you know that the content you post never reaches all of your followers? So set aside some of your budget to make sure your posts really do appear on your target audience’s feed. Pro tip: quality over quantity, always! Focusing on a select few users will ensure that instead of wasting your money and shouting your message out into the overcrowded ether, you’re delivering it directly to the people you want to reach, and they’ll surely reward you with their engagement.
CUSTOMER EXPERIENCE IS WHERE IT’S AT!
According to a 2018 CEFRIO report, “social media continues to gain popularity in Quebec, across all age ranges. In 2018, 83% of Quebec adults used at least one social media platform as part of their personal internet use.” (ii).
Social media is a boon to customer service, because it is a real gold mine of consumer insights. People use the internet more and more and for all kinds of things, ranging from asking questions to sharing gripes. Companies only stand to gain from lending an ear to their customers and being there for them, no matter the time of day. Adopting a strategy that is an honest reflection of your business will bring your closer to your audience, and they will thank you for it!
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