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How to drive engagement on social media

Most companies recognize the importance of a social media presence. However, many do not leverage their social pages fully. The value of social media lies primarily in a community of active, engaged brand fans. If a business' profile is more for show than interaction, the full benefit is lessened dramatically. Here are some ways to drive social media engagement and make the most of online marketing efforts:

1. Post teasers
If the company has a blog, marketers should post headlines and excerpts to their social media feeds when the blog is updated. On Facebook, these posts can be accompanied with an eye-catching thumbnail. Compelling content will get visitors to spend time on company websites. The link should also include a short call to action, asking users to comment and share.

2. Use Facebook apps
The possibilities for user engagement with Facebook apps are endless. It is possible to do nearly anything through specific apps. Businesses can provide a newsletter signup page for their fans, for example, to ensure that they can keep in touch even when users aren't on Facebook. Including a customer support tab on a Facebook page can also be enticing, particularly if the company's page is often inundated with support requests. Seasonal pages can keep customers up to date on the latest company news, and a feedback app is a great way to ask users what they think.

3. Consider offering promotions or contests
Online marketing initiatives like special coupons and competitions are right at home on social media. They can also drive more users to like pages and become fans of a company if there is the possibility of a reward in return for that action.

4. Provide a range of content
Businesses should always focus on useful, informative content for their target audiences online, no matter the channel. Content marketing has its place on social media as well. The best way to do this on social media is to curate content, which can help establish a company as a thought leader in its industry. Businesses should also not be afraid to post the occasional fun picture or interesting quote.

5. Keep it fun
Content marketing is as important on social media as on other online channels, but companies can save the whitepapers for their websites. Curated content on social media can and should range from the informative to engaging.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.