Social share count and engagement (Likes, Comments, Retweets, etc ) are some of the signals that we consider to be fundamental aspects of our social media strategy for content marketing or content promotion.
In order to avoid getting too deep into a generic analysis of how to improve click through rate(CTR) and shares, I thought it would be much more useful if I just focus on the 2 social networks that I use most, those are Facebook and Twitter.
Table of Contents:
- What’s the Meaning of Social Media Engagement?
- How to Generate More Engagement and How to Get More Shares
- How to get More Shares and Clicks on Facebook and Twitter
- How to get More Clicks On Facebook:
- 1. Choose a Demographic segment:
- 2. Make use of Attractive Images:
- 3. Find the perfect title:
- 4. Write an outstanding copy:
- 5. Include a Call to Action Button:
- 6. Find the perfect time to launch your ads:
- How to get More Clicks On Twitter:
- 1. Make Use of Great Images
- 2. Place your links at the beginning of your tweets
- 3. Always use Hashtags
- 4. Write your tweets when followers are online
What’s the Meaning of Social Media Engagement?
In simple words, social media engagement is the way in which people interact with your content. In other words, people can like your content, they can leave a comment telling what they think about it or they can share it with friends colleagues and family if they like it so much that they also want other people to see it.
At a first glance, It seems like something very simple, but this is actually more than that.
Social Media Engagement is the way in which companies build rapport with their audiences throughout the social channels, that creates a commitment to their brands that ends up driving the users to complete the purchase of a product.
From that point of view, and also taking into account the fact that 2.5 billion people around the globe use social media in 2017, social media engagement is one of the most important channels for big and small brands to reach out to their potential clients and also measure popularity.
A company or brand that manages to create a close relationship with their fans or potential clients will get the higher numbers in terms of sales and ROI from social media.
In order to uncover what’s behind social media engagement, I think that we should find the following questions:
Why do We create a relationship with a specific brand or product?
What causes the commitment and fidelity?
I really like the approach that Jamie Anderson takes in regards to social media engagement, with the four ‘ E ‘: Excellence, Empathy, Exclusivity, and E-commerce.
Let’s talk about it…
This is actually a very simple and solid concept. If you deliver excellent content, services or products to your customers, they will be very likely to share it with their own friends and families because they also want them to enjoy the excellent products or services they’ve gotten from you.
Wikipedia says: Empathy is the ability of understanding or feeling what another person is experiencing from within the other person’s frame of reference, i.e., the capacity to place oneself in another’s position.
The feeling of exclusivity, in addition to the type of product or service, comes in large part by the personalization, for that feeling that for this company, I am unique. I’m a person with a name and surname, not a number more.
All the effort you make in order to generate engagement, at the end of the day is just due to the ultimate goal, generate sales ton our channels: our website, physical stores, iTunes, …
The sum of the three factors above is what makes the crazies by Apple, pay an extra for their products and the fans of Lady Gaga buy their music instead of downloading it for free.
It is, obviously, not the same when a user clicks on a Facebook link, one on Twitter, or when they click on a link they find in a search engine like Google.
For each of these situations, we need to take different things into account in order to obtain a good CTR% (Click Through Rate).
How to get More Clicks On Facebook:
On Facebook, a huge percentage of the clicks you’ll get in your links will depend on our reach. As a friendly reminder, Facebook reach is “the number of unique people who saw your content“. Therefore, if our post has a link, we will want to have a good reach so that our content can be seen by a larger number of people.The more reach we have, the more likely we are to get a higher number of clicks. Click To Tweet
Therefore, you have to guide yourself by following the logic of Facebook algorithm and this way determine what is the best type of content to get positioned in your followers’ news feed and get the most organic reach.
Let’s say, for instance, that you’ve analyzed and determined that images are the type of content that works better for you and gets you the most reach and shares. Uploading clickable images with an URL (for example, a shortened link to save characters and the text), and also adding a clear call to action, would be the best way to get the most organic reach and clicks.
Here are also some general tips to get more clicks and improve social share count on your Facebook ads:
1. Choose a Demographic segment:
This is all about directing your ads to certain users based on specific factors, such as their location, interests, age range, gender, etc.
Fortunately, Facebook makes this process very simple, just take a look at the following guide: How to target Facebook Ads.
2. Make use of Attractive Images:
The image you select will be the main focus of your ad, so you need to choose carefully.
One of the reasons why Facebook ads is the favorite one for many marketers is because this PPC platform allows you to use images, which is a plus.
But, of course, it doesn’t allow you to use any image. Here is what you need: How To Design Facebook Ad Images Like a Pro.
3. Find the perfect title:
The title you select for your content will make a huge impact on how many clicks you get.
Just take a look at this, in order put things in perspective, “8 out of 10 people will read the title of your ad, but only 2 out of 10 actually bother to read the rest.” Post titles with 80 or fewer characters receive 66% more engagement.
Here’s what you need to learn about the title: A Huge Guide on How to Write Effective Post Titles.
4. Write an outstanding copy:
Your Facebook ads copy must be very straightforward.
You need to motivate Facebook users to click on your ad, with only one or two sentences. This can make a huge difference in getting low or high CTR%.
Here’s what you need to know: 7 Tips for Writing Effective Short Copy.
5. Include a Call to Action Button:
People tend to respond very favorably to the CTA buttons.
Facebook allows you to add a Call to Action button to your ads in a very easy way. Just take a look at the following guide with the instructions you need: How do I add a call-to-action to my ad?
6. Find the perfect time to launch your ads:
One way in which Facebook ads differs from other more conventional PPC platforms is that you’re actually using a social network.
The moment in which you chose to post something on Facebook will have a huge impact on how many impressions and clicks you receive. Here’s what you need to know: What Are The Best Times to Post on Social Media.
How to get More Clicks On Twitter:
On Twitter we have a slightly more complicated situation, because first, we have no way of measuring our tweets reach(we can evaluate in terms of engagement and impressions at what point we will have a better reach among our users, but it is all something like experimental), and second, we find a completely different dynamic than Facebook.
A Facebook user might still be able to see your post, even hours after you’ve published it. With Twitter, we find ourselves in a much more instantaneous environment.
The question here is how can we get more clicks on Twiter. Let’s see…
1. Make Use of Great Images
There are some studies that demonstrated us the increase of interaction in Twitter thanks to the use of images. Some colleagues have analyzed some studies conducted by B2B Infographics, which demonstrates that visual content has around 94% greater reach than posting only text.
People tend always to put their links at the end of their tweets or depending on what suits them, but that does not help on increasing the number clicks.
As you can see in the chart above, the links that measure about a quarter of the status updates, especially on Twitter, tend to receive more clicks.
So, the next time you write a Twitter update, don’t add a link at the end, I recommend you to be at the beginning.
In social networks the use of the hashtags can generate more traffic, in many cases, you can even duplicate the number.
Depending on each social network, your approach will have to be slightly different. Make sure that the hashtags you use are really relevant.
4. Write your tweets when followers are online
Do you know what’s the time when most of your followers are online? Simplymeasured.com has created some tools to help you determine what are the best moments to post your tweets.
All you have to do is connect your Twitter or Facebook account with their free tools, and they will show you at what time your followers are connected.
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Other helpful resources:
- The Beginners Guide for Email List Building and Email Marketing
- Profitable Business Ideas to Start an Online Business in 2017
- 5 Reasons Why You Should Start an Online Business in 2017
Do not forget to leave your questions in the comment box, and also share this article!