Today, due to digital transformation, social networks have become more than just a means of communication. They have evolved in such a way that they not only influence social or personal relationships, but also the way we do business. We can measure engagement in a faster way, marked by constant interactions. What this medium offers us is the possibility of communicating with our customers in a closer, more direct and immediate way, and for this we need to know which keys are the most effective to carry out a good digital strategy.
The engagement is one of the most important keys as it is the degree to which the consumer interacts and engages with your brand. To do this we must connect and get to know the user, know what their needs are and capture the attention of the audience. This is not easy to achieve and requires consolidation, which is achieved through strategies and action plans aimed at getting consumers to believe in you in order to generate a long-term commitment.
The first key thing you must take into account for your company to be present on social networks is to know what you want to transmit to your followers and to define a strategy to achieve it.
The second key thing to bear in mind is that for each social network you must adapt the message, each platform has its own characteristics, for example on Instagram they give special importance to images, on Twitter there is a character restriction, on LinkedIn the language used is much more formal than on other platforms.
The third key is to keep all social networks updated and defined, if there is no movement in the networks, this causes users to feel "abandoned" and will not achieve the desired results. engagement.
Another of the keys is the creation of content: we must create and publish content on a regular and daily basis on our profiles. Quality content that is interesting for our users and that generates value. It is also important that users interact and participate with the brand, thus creating loyalty and strengthening the relationship between the company and the customer.
Use hashtags that are relevant to your business, because this is another way to make your post more attractive and therefore reach other users. In other words, if you use keywords, not only will they be highlighted in the post itself, but any user who does not follow you and is looking for a specific topic will be able to find and interact with your profile.
According to the report "Social Media Trends 2021" by Hootsuite, due to the boom produced by these we can see that Instagram is the social network par excellence as it is the most attractive for users and the platform where you can interact in a closer way and where the consumer feels more listened to by the brand.
One of the recommendations made in the report, which for me is one of the most interesting, is the involvement of social networks in the purchasing process. Users can give their opinion on products and services, their experience with the brand, share content, make recommendations and thus create a closer interaction between the brand and the customer.
In order to achieve a good communication strategy you must persevere to achieve the engagement on social media on an ongoing basis. You need to spend time getting to know your audience, see which actions work best to increase engagement and which are the most effective for your brand.
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Candela Gómez
PROA Junior Consultant