The key value of social media visibility is your ability to start a conversation with your customers. By engaging with them about issues and products they care about, as well as providing customer support, you can turn a group of fans into a group of customers.
There are a number of key ways to go about engaging your following. First is by posting often, daily, if possible. You want to keep your stories on their News Feed, popping up as notifications on their phone, and always in the back of their mind. To successfully engage your followers, you have to post something funny, interesting, insightful, or controversial. Ideally, they’ll share it with their friends or post comments which their friends will see.
Second, by providing real content, not just marketing, in the form of articles from around the Internet, you can start to develop a following that likes to post their thoughts on the articles you provide. Obviously, you can post articles from your own site’s blog as well, but in our experience, third-party content with which you’re not affiliated results in the most promising discussions.
Third, by utilizing your social media in other forms of sales collateral and marketing material, like email newsletters or your website, you can start conversations by asking people to comment or leave you a message. So long as they know that someone is there to answer and respond – remember, this is a conversation – there’s no limit to where you can solicit fans.
Always remember that the primary goal of social media is to engage your customers. The most promising way to do this is with a conversation about topics and trends in your industry on your Facebook page: so get out there and start one!
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