How to engage your audience on social media
Editorial calendars and scheduling platforms can help set your social media on autopilot, but that doesn’t mean you can leave the cockpit. Short of using spammy “Nice pic, check my profile!” bots, there is no way to automate and replicate authentic engagement on any platform.
The ever-changing algorithm always favors engagement, so we recommend dedicating 30+ minutes each day to going through your notifications and spending time on every platform. It’s truly remarkable what a difference ten minutes in the morning, afternoon and evening can make.
YY Social Listening Checklist
- Reply to recent comments. Some comments might not warrant a lengthy response, but you can throw them a relevant emoji! At the very least, like the comment to show that you read it. At the most? Follow them back and comment on their thread. Building that mutual relationship will go a long way.
- Check and respond to your messages. Be sure to check your “Requests” folder, too. These are the messages from users you’re not “friends” with or who don’t follow you. There might be an important question from a customer you need to address or a time-sensitive partnership opportunity, so don’t neglect this part of your inbox!
- Bonus: If you’ve been tagged in someone’s Instagram story and it suits your brand guidelines, you could even add it to your own story.
- Search your branded hashtag. See who has been using it and jump into the conversation, whether that means liking, commenting on or sharing posts. You can even follow your active followers back to thank them for being a part of your community.
- Bonus: Identify UGC (user-generated content), which you can then reshare to show potential followers that you have an engaged, supportive audience that loves your brand.
- Scroll through your newsfeed and engage. Like photos, leave comments and show the people you follow that you haven’t forgotten about them. Take your social listening to the next level and respond to other users’ comments. This is a great way to engage with people who are interested in the same content as you.
Once you conduct social listening a couple of times, you can start to compile a list of standard responses to help you really streamline your routine. Plus, it allows other members of your team to seamlessly jump into the process if you ever need a second hand. Before posting, personalize the reply to include the recipient’s name, or at least change a few words to distinguish yourself from a robot and show your audience that you really do care.
TIP: Be sure to read––and reread––the caption and consult the image before pressing “Post.” One of the worst things you can do is comment something superficial and irrelevant on someone’s very personal and vulnerable post. Not only could you look like a bot account, but you might lose followers for your insensitivity. Stay engaged and tuned-in to the content you’re sharing with your community.
Social listening doesn’t just boost post activity and improve follower retention, it also keeps you up to date with market trends. Remember the egg that took Instagram by storm? Social listening is how brands capitalized on the moment and produced related content the next day. You don’t have to (and shouldn’t!) jump on every bandwagon, but you don’t want to let an opportunity that’s perfect for your brand slip by.