The Importance of Social Media Engagement
People like conversations (when they want to engage in one). This can be applied to social media.
Too many times I see businesses and organizations not capitalize on engagement with their customers or followers. This builds a good relationship with their brand to their customer. Of course being able to communicate a message and your tone is sometimes
difficult, but there are some great examples on social media tat you can follow and see how they engage.
I know Wendy’s is all about the roasting of their followers on Twitter. The roasting caused so much buzz within the community, that people followed and tweeted at them in the hopes for a fine roast. The best part was,
Wendy’s did not try and sell any of their products during that time. This engagement caused a massive increase in their followers and were able to secure more appearances in someone’s Twitter feed that may entice them to stop by and pick up a Baconator on their way back home.
As being a part of higher education in my current job, I see the value in responding to constituents or even fans of the school. I have been following Purdue University for a little over five months now and I am so impressed with their engagement as part of higher education.
Purdue is a college located in West Lafayette, Indiana. It has had quite a substantial history as it’s first classes were held back in 1874. I also see that how old they are does not stop them from being innovative with technology and engaging in news ways with digital media.
But back to my first sentence of my blog post: Purdue engages in conversation with their followers.
Below I added a photo slide show from a recent posting about being careful about the icy conditions at Purdue. It cracks me up.
[Best_Wordpress_Gallery id=”4″ gal_title=”Purdue Twitter”]
All Purdue did was had fun with responding to individuals who tweeted at them. They even made it a point that the social media team has no part in making decisions of cancelling class in which they tweeted about it!
Purdue kept a playful voice throughout the entire storm of tweets at them where some individuals were visibly upset at the fact that classes were not cancelled because of the ice. I think too many times the conversations become so real to people that they will take it out on the university’s twitter account. As understanding, Twitter is not going to make the decision in cancelling class. The Twitter took full advantage of this and thought it was a perfect opportunity to engage with people who are tweeting at them.
Even with all jokes thrown left and right, Purdue did make it a point to know that it is important to rely on safety precautions. Purdue linked an article explaining winter walking tips to avoid slipping and falling injuries.
The best part about both the Wendy’s and Purdue engagement is that it really was not based on their “product or service.” Purdue was talking about icy road conditions and Wendy’s just wanted to add a few more to the roast column. I am a firm believer that selling your “brand” is more than just selling what you have to offer such as education or a burger. It is really engaging in conversation and being able to have people follow you and your content so that they will autonomously complete the purchase when they want to.
So the next time someone tweets at you, be sure to respond to them. Some businesses or companies have canned responses so it is easier for them to respond quickly. The most important rule of thumb is to make sure you think before you send. There is times in my work where I will check with one or maybe two people and it helps tremendously with our engagement to our fellow followers.