7 Tips to Increase Your Brand’s Social Engagement

By: Jozefien Verhaeghe

July 26, 2013

Community management: a series of blog posts – part 7

In the previous blog post we explained the 5 main groups in your audience and how you should interact with them. Of course if your community is inactive, those guidelines are kind of useless. In order to win over your audience’s heart and increase their engagement, you should perform some actions yourself. As always, good content management is key!

To help you get started, here’s a list of 7 tips to increase your consumers’ engagement. Not all tips will help for your specific brand of course. The trick is to try out different things in order to identify what is driving your fans to engage most often.

1. Rumour spreading

Remember the Instagram Video release from June 20th? This was already being discussed for weeks on different platforms because Facebook had leaked the release a month before, stating that they might, possibly, maybe be working on it. Allowing your fans to see sneak peaks, or releasing tiny bits of information a bit earlier than the actual release, triggers your audience’s curiosity. Result: more conversation power!

2. Behind-the-scenes

Fans are often not only interested in your product itself, but also in the people that are building the product. Showing your audience an peak behind the scenes might trigger them to talk about you more actively. Not sure about this one? Just think about about how many people shared the pictures from Google’s workplaces. I rest my case.

Screen Shot 2013-07-26 at 10.04.41
Google’s candy shop for the employees. Still waiting the Engagor version of this :-).

3. Gamification

“Do you want to play a game?” Anyone asking you this but ‘the Saw’ would probably get a positive reply. That’s normal, people love making games out of everything. Therefore, you could try to integrate game mechanics into your community. This doesn’t even need to be so complicated. Take a look at how M&M’s does this:

M_Ms_Facebook_Gamification

4. Create your own inspiration board

Stealing posting ideas from competitors is not done but it’s not a crime to keep an eye on them. Analyzing what triggers their fans to engage more actively, might also work with your community.

What’s even better is to follow brands that often post cool content, even if they sell an entirely different product than you do. The risk of copying them is lower than with your competitors, and it’s a great source of inspiration.

5. Whoohoo, free stuff!

Giveaways work. Simple as that. You should however keep in mind that not all platforms allow this. Facebook for instance has very specific rules about giveaways (see section E). Ignoring these rules often leads to your contest / sweepstake being removed. Even worse: there are known cases of Facebook deleting your entire Page because of it. Bye Bye community…

6. Co-creation / Collaboration

Top users of your product often have very valuable ideas on how to improve things. Getting them involved in the product creation process will not only improve your product, it will also boost your community’s engagement. Win-win!

7. Exclusive content for top users

Pampering your most active and most loyal fans is a very good idea. Give them an exclusive sneak-peak of an upcoming product release or early access to a new product feature. It will make them feel appreciated and it will definitely trigger engagement. Fans like these will always share this news on their social channels and it will definitely trigger reactions. Another positive result is that other people will notice the benefits of being a “superfan”.

Community management: a series of blog posts: