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Social media engagement is where the magic happens for your business  

Social networks have become a necessity for most companies. Why are more brands than ever interested in participating in social media? Because more than half of the world's total population now uses social media. 3.96 billion people use social media today, which is about 51% of the world's population. This means that more people now use social media than don't, and that number is growing buy comments. There are almost 12 new users signing up for social media accounts every second.

Maybe because more people are working from home , we're seeing more interaction on social media. Customers want to do even more on social media, because they see a connection between increasing visibility, engagement and sales.

To be successful, it's not just about publishing. It's also about really getting involved , you know, being social. That's a GOOD thing, because when you interact with your followers on social media, that's where the magic happens. That said, you can't always measure the value of social media and brands need to be comfortable with that. Much of the value comes from marauders. Some studies say that up to 90% of your audience may be lurkers.

One of my clients measures the value of his social media program based primarily on the fact that executives at his parent company have noticed his efforts there, without "liking" or "sharing" anything, and that makes him stand out from the rest. . companies you own (that are not active on social networks). It is a differentiator for my client.

If you want to be more active on social media, what can you or your brand do to be more engaging?

Post Consistently

It is not enough to have an account. You must post regularly. It's disappointing to search for a company on social media and discover that they haven't posted anything in a year. If you need help with consistent posting, tools like Buffer can be preloaded with content that you can schedule to publish on your behalf. And remember that you don't need to be active on all social media platforms. That's just setting yourself up to feel overwhelmed. Choose the ones where your audience spends most of their time and focus on them.

Interact with others on social networks

Be sure to follow other colleagues and industry leaders on social media and respond to their posts. If they comment on yours, make sure you acknowledge it. On Twitter or LinkedIn , for example, you can engage in some thought-provoking conversations and gain a lot of valuable information.

Curate content

It is best to select some of the content you publish from other sources. If you only post content created by your organization, your followers will get tired of you constantly talking only about yourself. Instead, spend a little time each day or week checking trusted sources of information, such as blogs, trade publications, and news outlets, for stories that may be relevant to your audience . Add your brief opinion on each, and voila, you have some great content to add to your feed.

Ask a question

Ask your followers a question to help stimulate activity. You can also use a survey to engage your audience. This can help start conversations and help you learn more about your audience. Additionally, you can ask people their opinion on a specific topic, ask hypothetical questions, or even host a question and answer session.

Start a Twitter chat

I can't emphasize enough how much I've gotten out of Twitter chats. I met people, made friends, found collaborators, stayed on top of trends, located sources for the articles I write, and learned from every chat I participated in. I found them so valuable, in fact, that I even started my own (#FreelanceChat). Participants expect to “see” people in the chats they frequent; It is a place where they are sure to meet. Now, Twitter has launched Communities , which, in Twitter's words, "gives people a dedicated place to connect, share, and get closer to the discussions that matter most to them." And in this time of increased isolation for many, community is more important than ever.

Social media can be profitable for your business, if you are willing to interact and engage there. Remember, if more than half the population is hanging out there, maybe your business should be too.