What Is Social Media Engagement & Why Should I Care?

Author: Alex York / Source: Sprout Social For numerous businesses, the world of social media is a noisy and jam-packed place to try and b

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For numerous businesses, the world of social media is a noisy and jam-packed place to try and build brand awareness. The idea of social media engagement is overwhelming for some organizations because there’s simply too much that goes into targeting the right audience on each social network.

By now, you know social media can work in your favor, but the problem depends on how well you’re using these tools to create authentic social interactions and engagement. When it comes down to it, pushing your brand starts with successful engagement strategies.

Even though your great-grandmother is probably aware of social media, there are several businesses still left in the dark with effective customer engagement strategies or even with the actual definition of engagement altogether. In fact, a report from Thunderhead said only one in four businesses feel confident in their customer engagement methods.

If you fall into that category, don’t worry–we won’t tell. Instead, we want to make sure you’re fully knowledgeable and comfortable with your next steps toward engaging with customers.

What is Social Media Engagement?

When you think about social media engagement, it’s smart to break it down into something tangible, such as a long-term relationship. In this example, you can imagine a committed and lengthy relationship takes dedication, readiness to adapt, the ability to think about the future and ensure the other person involved is happy for years to come.

Engagement is not just a single interaction with one of your customers, but a open line of communication over a period of time. While the term “customer relationship” may come to mind, engagement is still slightly different and on it’s own level. When we think about social media engagement, it’s about how you use networks like Facebook, Instagram and Twitter to create a great customer experience. You want to be there there for your patrons through the thick and thin of it.

As soon as customers decide to engage with your business over social media, they put their trust into your company that you can solve their problem.

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As Tarnish successfully showcases, reaching out to your customers when they have specific questions can increase brand loyalty and possibly spark the chance of a future purchase.

In the past, customers had to go to great lengths to get ahold of the brand to be heard. While the days of “we’re sorry–all of our customer service representatives are currently busy” still exists, businesses are getting better at making those troublesome interactions a thing of the past by enhancing engagement through social media.

A whopping 88% of customers do not want to engage with brands, which means you need to ensure every time you communicate with your customers, they leave the conversation satisfied. It would be easy enough to think since customers don’t want to talk to your business, why should you spend time interacting with them?

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The question we here at Sprout Social then ask is what value does your business gain by avoiding engagement?

A survey from Venture Beat, which reached out to 11,000 respondents, showed 17.4% of Internet users complain to brands through social media.

Further, a Dimensional Research report found customers who encounter a poor customer service interaction were 50% more likely to share the bad experience on social media.

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Even though you can’t really measure being nonexistent on social media, you can certainly see the positives through customer interactions when adopting each social network. With helpful Engagement Reports, you can see how customers interact with your brand and what they are saying in real time. This gives you a better opportunity to know if your team is responding quickly and effectively.

Not only that, but with the right tools, you…

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