Mediaboss Marketing

Although Social Media Examiners 2013 Social Media Marketing Industry Report states that 88 per cent of marketers want to find out how to best engage with their audience on social media, are they?

Marketers say that one of their top goals for using Twitter is to improve engagement, but surveys still show that increasing brand/product awareness is trumping improving engagement as goals. Brand/product awareness tends to come in the form of broadcasting or promotion. In fact, e-Consultancy recently noted that 25 per cent of top brands still use Twitter for broadcasting rather than engagement. What happens when brands do this is they lose credibility and trust by prospects who might want to do business with them. After all, people want to do business with people who genuinely understand them and want to help them. Therefore, arent brands just sabotaging themselves considering another top goal for using Twitter is lead generation?

What can you do to improve your engagement on Twitter?

Understand the difference between engagement and broadcasting

Engagement is a conversation that is always a two-way street. It is not telling someone about your latest product you want them to try. Sometimes we forget that we are communicating with an actual person, not their profile. Remember social media interaction is human-to-human.

Shift your Twitter plan

This makes you listen, engage, help and then broadcast and promote, in this order. This is my position which I discuss often.

Close monitoring

Monitor your followers and mentions regularly and respond timely to comments. Especially in the case of customer service questions and comments, ensure your response time is within four hours.

Make social listening a very high priority

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You can improve your Twitter engagement