Garnering Engagement on Social Media

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Information about Garnering Engagement on Social Media
Social Media

Published on March 9, 2014

Author: willhallock



How can you increase user engagement on your social media platforms? This presentation showcases ways that users and organizations can use social media effectively to garner engagement, specifically on Facebook and Twitter.

Garnering Engagement on Social Media Platforms Social Media Council | March 6th, 2014 Will Hallock | Class of 2014

My Background Wrote Honors Thesis on Social Media Engagement Former Social Media Ambassador for the College Wrote Honors Thesis on Social Media Conducting Honors Research at Google Conducting Honors Research at Facebook Working to get Honors Thesis Published Involved in a number of organizations on campus

Purpose of Social Media Word of Mouth Communication Show (not Tell) a Story Social Media is about cultivating a brand community

A User’s Brand Personal Brand Professional Brand Community/Social Brand

Engagement on Social Media: Defined Interacting with or generating interesting content. It is a two-way communication process between at least two users.

The Most Popular Forms of Social Media Source:

Increasing Engagement on Facebook Interesting Content Desire for More Information Developing Connection Interest in Affiliation Takeaway: “Content is King”

Increasing Engagement on Facebook: What types of content? Visual Content (Pictures, Videos, etc.) Contents Others have already Interacted with Personal Stories

Increasing Engagement on Facebook: How much of a difference in engagement? Pictures Shorter Posts • Photo posts get 120% more engagement than the average post • Account for 93% of the most engaging posts on Facebook • Posts with fewer than 250 characters get 60% more engagement, while posts under 80 characters get up to 66% more engagement Question Posts • Get 100% more comments than non-question posts • Results in fewer likes and shares Source:

Increasing Engagement on Facebook: What to include in your posts? Source:

Increasing Engagement on Facebook: When is the best time to post? For all users, end of the week and weekends (20-30% more on Thursdays-Saturdays) For college students, engagement is also relatively high on Sunday nights and during peak work load times Source:

How Users Use Facebook Mostly socially with friends and family (75%+) To maintain short and longterm relationships To associate and be involved in groups

An Overview of Twitter: How to Get Engagement on Twitter Listen First Respond and Engage Genuinely Know Your Audience Use Regularly Source:

An Overview of Twitter: Types of Content People Engage With Source:

An Overview of Twitter: Types of Content People Engage With Source:

An Overview of Twitter: When to Schedule Posts Source:

An Overview of Twitter: When to Schedule Posts Source:

Building Your Professional Network on LinkedIn Engagement on LinkedIn varies Most engagement occurs in discussion boards or groups Far less engagement between users in comparison to Facebook and Twitter

How Users Use LinkedIn Networking Association with groups Information about companies, groups, or organizations

Conclusion: Key Takeaways Listen first, then respond to community Don’t promote—talk about what target audience wants to talk about Interesting content (visual content, links, questions, stories) generates more engagement “Pay it forward” mentality

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