How to Write for Social Engagement

Last updated: 07-15-2020

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How to Write for Social Engagement

One-thousand-one…one-thousand-two…one-thousand-three…OK, that is how long you get to grab someone’s attention on a social media channel. About three seconds before they scroll by your post.

Sure, the photo or the graphic is essential, but don’t kill the engagement with weak written content. Put down your camera and write for social engagement.

“The overarching theme for brands heading into 2020: Rethinking what “success” looks like for social media marketing at large. Companies today are tasked with finding a balance between making sense of their social data while also finding new ways to engage with customers. And there’s perhaps a no better time than now to refocus and reflect on how your company approaches social media.”—Sprout Social

Many of us have joined the remote workforce in 2020, social media has also been on a roller coaster of change. Remember those memes about Tiger King? Yea, those were only four months ago.

Posts, ideas, and memes that were once hot have faded into the history of 2020. As the American workforce is settling into what may be the new “normal,” let’s look at trends that we hope will survive.

Social engagement is changing. Brand fans want to be engaged with content that matters to them. They want information and want to interact with a community, even if it is a virtual community.

Carefully craft your message and make every post count.

Instead of funny memes or a beautiful photo, customers want to know where and how to obtain your product. They want tips for using your product at home. Online retail sales are booming.

Are you using social media marketing to provide the information your prospects and fans are seeking? In three seconds, are you conveying helpful information, or did you possibly waste a valuable post?

Our commute time has been cut to the amount of time it takes to go from the living room to a home desk. We are tired of binge-watching movies, and many of us have stopped watching non-stop news coverage. We have new-found time in our day.

Some of the best business and entrepreneurial ideas stem from networking, brainstorming, and continued education. While many of us are working from home, we are craving interaction with those in our industry. Social media channels are starting to fill the gap. How?

Many of us now have the time to read a blog, listen to a podcast, or watch an explainer video. Welcome back to long format content. It is time to start crafting industry-specific content and to start using social media to push your narrative. And you have three seconds to point your fans and prospects to that content with a link. Make your words count.

As we crave interaction with those in our industry segment, we also find ourselves spending more time on LinkedIn. We connect and read summary pages, but we have time to read posted blogs, interviews, and news stories. Business leaders are spending more time on LinkedIn.

As networking, mastermind clubs, and chamber events are all canceling in-person events, many new members are using LinkedIn as a networking tool. Again, long-format content provides an avenue for engagement.

Have you spent time refreshing your summary page, or have you been spending a weekly block of time connecting with new and old contacts? Both are important, but did you also repurpose and post your long-format content to your LinkedIn page?

Now is the time to double-dip on my advice. Craft and share long-version content with links on social channels such as Facebook, Instagram, and Twitter, but also repurpose the material to use on LinkedIn.

If you upgrade your social media approach, here is the summary of the Top 5 Trends to incorporate.

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