With the average American spending more time than ever before at home, that means many Americans are spending more time on social media than ever before. With social media usage up it is important to consider all sides of your social media strategy, including engagement.

At Summa Media, we believe that no matter how good the content you share is, it doesn’t matter if people are not engaging with it. Many of our social media marketing Denver clients tell us that they find social media engagement difficult because of changing algorithms, variations across platforms, and of course, time constraints.

The Summa Media team understands that social media engagement can be tricky. However, there are a few best practices our team has found to be successful for all of our social media marketing Denver clients, no matter the industry, platform, and content.

To help you increase your social media engagement, we are sharing some tips with you today. Let’s start by defining what social media engagement is before diving into the tips.


What is social media engagement?

Simply put, social media engagement is anytime someone interacts with your social media account. Your social media engagement metrics are crucial for measuring the overall effectiveness of your current social media strategy. Typically social media engagement comes in the form of:

  • Likes
  • Comments
  • Shares
  • Follows
  • Retweets
  • Reposts
  • Click-throughs

Aside from providing important metrics, social media engagement is also what makes social media social. Engaging with your audience is key in order to develop meaningful and authentic connections with them.

Carefully planning your social media engagement strategy ensures that each and every engagement your brand has is valuable to both your followers and your brand.


Tips to Increase Social Media Engagement

1. Define Your Goals

Just like every other piece of your digital strategy, it is important that you set goals and define success metrics in order to ensure your efforts are not wasted. The goal and metrics to your brand’s social media engagement strategy will not look the same as someone else’s, but a few common goals include:

  • Finding and nurturing leads
  • Asking for feedback
  • Shaping brand image
  • Providing value to the consumer


2. Get to Know Your Audience

Social media engagement comes down to knowing your audience inside and out, backwards and forwards. You should have a clear understanding of:

  • Who your audience is
  • What they are looking for
  • What incentivizes them
  • How they communicate
  • Where they shop
  • How they make decisions
  • How they consume information 

Understanding your followers will help you to better formulate the proper engagement strategy for your audience and brand.


3. Create and Share Valuable Content

No matter who you are and who your audience is, all brand’s have one thing in common. Their social media strategies should be centered around creating and sharing valuable content with their audience in order to benefit the audience in some way. The more impactful your content is, the more likely your followers are to engage.


4. Keep Your Posts Relevant

In addition to being valuable, your posts should also be relevant to the current trends, times, or season. Pay attention to current events that affect your organization, consumers, or industry and deliver content that is topical.


5. Proactive Engagement Matters

There are two main types of social media engagement – reactive engagement and proactive engagement.

Reactive engagement is answering or responding to the messages, comments, and brand mentions that you receive, you are reacting to the engagement coming towards you. When considering your reactive engagement strategy it is important to consider:

  • Whether or not you respond to all comments, messages, and mentions and if not what are the defining parameters for response
  • What are the rules of escalation for negative comments, messages, and mentions
  • Who is responsible for managing this part of your strategy

Proactive engagement is when you are proactively searching for conversation about your brand, industry, or community that is not tagged on social media.

When proactively engaging on social media you should consider:

  • How you are finding engagement opportunities
  • How to appropriately enter the conversation
  • Who is responsible for managing this part of your strategy

6. Make the Time

One of the biggest complaints the Summa Media team hears from our social media marketing Denver clients is that they do not have time in their day to engage on social media. We understand how packed your schedule likely is and know that it can be hard to carve out the needed time, but it is crucial for your overall strategy. Try time blocking thirty minutes at the start of your day and thirty minutes at the end of your day. If it is on your calendar, you don’t have an excuse!

As we tell our social media marketing Denver clients, social media marketing is both an art and a science comprised of many delicate pieces. Each of these pieces comes together to help build a cohesive strategy that will help you yield desired results.



If you are struggling with social media engagement or any other part of your strategy, the Summa Media team is here to help. Contact us today to learn more!

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