Women engaging with Facebook

Engaging With Your Facebook Audience

How many times have you had a social media expert talk to you about engaging with your Facebook audience? Yes, we know it’s annoying but there’s a reason they are trying to drill down this message.

Trying to think of life pre-Facebook is a little bit like trying to remember life pre-kids! You know it existed but is a distant memory. Since its creation in 2007, Facebook has offered a much-needed lifeline to connect not just family and friends but offer a portal for businesses to network.

It’s said that there are around 2.4 billion active monthly users globally. This represents approximately 31% of the total global population and shows a significant growth in the last 12 months. With so many users, Facebook is the perfect platform to target and engage with your desired market.

But how do you know if you are using Facebook effectively?

How do you know you are getting the very best from it?

You may think it’s because of the amount of ‘likes’ you get. However, this actually doesn’t show the whole picture. Engagement on Facebook goes far beyond ‘likes’.

But just how do you engage with users on Facebook?

First of all, what does engagement actually mean? Simply put, engagement in social media terms means the measurement of comments, likes, and shares.

For a business to have a successful online presence you must fully connect and engage with your customers emotionally.

Take the well-known retailers Christmas advert as an example (you know who we mean) They began making Christmas adverts in 2007. These adverts were emotionally charged and brought many watchers to tears. (me included!)

These adverts stayed in peoples minds because there was an emotional connection. It became so popular that it has become a Christmas tradition.

As human beings, we want to feel valued; that we matter and aren’t just simply a number. If a customer comments or shares a post on your Facebook page, take the time to reply to them, to say thanks for the share.

By responding to comments that people leave on your posts it will make your followers feel heard and encourage them to continue to engage with you. This will increase your online presence for your business.

When customers buy your service or product, they are also buying into the customer experience. Customer experience is your customers perception of their experience with your business.

This is the result of every interaction a customer has with your business, from the initial engagement to receiving the product or service they have bought from you. Customer experiences can help businesses gain loyalty and revenue in the long run.

It’s very easy to confuse customer service with customer experience but there is a difference.

Customer service could be going to the local shop to buy bread. Good customer service would be that the bread was easy to find, wasn’t expensive and the staff were polite. When I leave the shop, my service has ended.

Customer experience is the entire customer journey with your business. When you bought that loaf of bread and got home, you are contacted to make sure everything is ok, asked if there is anything else they can do for you. That is the customer experience. You will remember them.

When engaging with customers, it’s essential to know your target audience as this will dictate the kind of language and tone you use and the type of content you post.  The cinema is the perfect example of an industry knowing their audience. Trailers are always targeted for that specific audience. They know not to show a trailer for a horror movie to a group of toddlers about to watch a film about a certain annoying pig ! They know their target audience!

Of course, it’s not all about the engagement, the content needs to attract their attention first. You need to make them feel like they are part of your world with your words. Part of your community.

More than ever before we want to feel connected to the outside world. So many people are feeling lonely and isolated due to the pandemic. By engaging, you are letting people know that they are not alone. You are showing them that you care about them and they are not just number.

So, if you have a Business Facebook page, think beyond the likes, think true engagement!

You know where we are if you need us.

Love Katie x

 

 

 

Verity Wilkie
verity@imcsocial.co.uk
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