Let’s face it: any PR pro working on social media projects is after the brass ring: engagement. (If you’re not, you should be!) Simply put, engagement is the connection made among social media users, whether it is likes, shares or comments. No matter how great your news, if it doesn’t get eyeballs, it’s not getting out. Experts offer many useful suggestions on how to increase engagement, but I’m going to add my short list to the mix.
Timing is Everything. Consider the time of day you are posting your content. If you’re posting based on the convenience of your schedule rather than the needs of your stakeholders, you’re missing out. Use the scheduling tool to post at times most likely to reach your audience. For example, morning drop-off and afternoon pick-up may be an opportune time to share content.
The Hook. Good writing, like good manners, is still important. If you’re hurriedly rushing through your writing to post, this is a missed opportunity. There is nothing wrong with lifting your own work to repurpose it for social.
The Payoff. Develop content that gives your stakeholders a payoff (and your organization too). By selectively choosing your content to include interesting visuals, you can advance your key messages while evoking emotion. Remember those newsworthiness values? They work on social media, too.
The Look. After you’ve submitted your post, you’ve gotta look . . . at the analytics. This form of measurement offers so much information and validation if you’re doing it right.
My office recently changed our social media approach when it comes to sharing content. For articles, we use pull quotes to draw people to click to read it. We’re doing the same for video too, and we’re using our analytics to determine when to post.
Curious how it worked? Our analytics show an increase in engagement of 122% over last week.
How’s that for grabbing the brass ring?