Here are 10 things to ask on social media in order to achieve a better engagement rate among your customers, because without engagement you have next to nothing.
Engagement rate. It's one of the most important metrics in social media. After all, you could have a boatload of fans and followers, but if only a few of them are engaging with your content, they're worth next to nothing to your brand.
What you want from your social media audience is a lot of positive chatter and buzz. You want likes, shares, comments, mentions, retweets, and replies. The more interaction between you and your constituents, the greater the chances are of them doing business with you in the long run.
Of course, there are many different communications strategies and tactics for capturing people's attention and triggering a response of some kind. You can make a lot of noise and be interruptive. You can get creative and stand out among the clutter. You can pay to play and put yourself in front of more eyeballs. But as any sales and marketing pro would tell you, probably one of the easiest and most obvious methods of engaging others is to show an interest in what they have to say by asking them to share their opinions with you.
Here are 10 good questions you can ask your connections in the world of social media, each of which promises to go a long way toward increasing your engagement rates across the board.
It's one of the best questions any brand can ask its customers, clients, or guests. It shows you value their patronage and welcome their feedback. Thank them for their support. Ask if you've met their expectations. If they have anything negative to say, you'll have the chance to turn things around. Any praise you receive is akin to a testimonial that could help you bring in more business.
@cargillcreative Thanks for checking in! How was your night?— The Harp (@TheHarpBoston) July 22, 2014
Example: The Harp Boston
Wondering what to say in that next tweet? Ask your audience how you can be of service to them. They'll appreciate the random words of kindness. Pay close attention to any legitimate criticism, though. After all, according to a recent Lithium Technologies study, which you can read about here, more than 70 percent of consumers expect brands to respond to their complaints on Twitter within an hour. So don't hesitate to be proactive on social media. Make yourself available - even on short notice - to your customers and prospects. Respect the immediacy of these channels.
Example: 101.9 AMP Radio
Contests. Sweepstakes. Giveaways. Provide people with a chance to win something and you'll get their attention. It doesn't have to be an expensive prize, either. You'd be surprised how much demand there is for even the simplest swag, trinkets, and tchotchkes. A free T-shirt is like a carrot on the end of a stick. It's incentive to take action.
Many people relish the opportunity to express themselves in public. Give them an inch and they'll take a mile. It's human nature. Take advantage of this urge to rant, rave, gloat, and glorify by taking a poll of your audience. Ask them anything. They'll appreciate the fact that you care more about their thoughts and interests than your own self-gain. They'll be glad to have the forum.
Example: Mohegan Sun
Another way to elicit a response from someone is to pique their curiosity. Challenge them with a question they'll feel compelled to answer. Tease them with a piece of trivia that'll make them think twice. If you can tie the content back to your brand, even better. Any new knowledge you can impart to your audience is bound to be appreciated.
A question such as this is best accompanied by a photo. You're giving readers a peak behind the scenes, suggesting that they really don't know what they're missing until they've not only seen, but actually tried what you have to offer.
Example: Eagle Mountain House
Crowdsourcing is a way to not only get some constructive feedback on your products and services, but a mass of nice content as well. Consumers are flattered when brands repurpose their pictures and messages. It's a mutually beneficial scenario.
Example: L.L. Bean
More and more people aren't content to merely watch a TV program or live streaming event. They're compelled to use a second screen - their tablet, smartphone, or computer - to simultaneously take in the social media chatter about what they're watching. This is a chance for you to engage with some of your most passionate fans while they're especially excited about your programming. Don't miss the opportunity.
RT If you're tuning into the LIVE eviction episode right NOW! #BB16— Big Brother on CBS! (@CBSBigBrother) August 1, 2014
Example: Big Brother on CBS
Pick a universally popular topic and pop the question. It's that easy. USA TODAY's example below is just one idea. Ideally, your question will be associated with your brand attributes. But if your goal is to simply engage with your connections, any topic will do. Books. Movies. Music. Sports. You name it, they'll respond to it - hopefully.
What's your favorite book? pic.twitter.com/Ql6D0IcBvf— USA TODAY (@USATODAY) June 1, 2014
Example: USA TODAY
Getting personal with your audience - especially if you're talking about their interests, not yours - can lead them to open themselves up to you. Think like a good psychologist. Your job is to learn more about those on the receiving end without appearing cheesy or contrived. Asking them what motivates them is one way to increase engagement.
Example: Jazzercise Inc.
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Bob Cargill, who was named "Direct Marketer of the Year" for 2009 by the New England Direct Marketing Association (NEDMA), is director of social media at Overdrive Interactive. During the course of his career, his work has been recognized with more than 40 awards from NEDMA, including Gold for his blog, Gold for Best Tweets, and Silver for Best Copywriting. Bob likes to keep his fingers on the pulse of the industry in which he earns his livelihood. Not only has he presented many times about social media, copywriting, and direct marketing, he has been published or quoted on his areas of expertise in numerous media outlets. He is a past president of NEDMA and a graduate of Leadership MetroWest's Leadership Academy.
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