The Social Observer

The Social Media Marketing Blog by SNHU Students

Social Media Engagement: Starting the Conversation With Your Target Audience

Photo by Moore (2018).

Do you have social media profiles for your business? Are your social media posts not attracting the amount or type of consumers you are looking for? Well it sounds like you are ready to increase your social media engagement! Before we begin, let’s start with what social media engagement is.

What is Engagement?

Engagement comes in many forms such as likes, shares, comments, mentions, page/button clicks, and interactions. In other words, it is the various ways social users can interact with your business on any given platform. Impressions and reach is another important piece, it is the number of times your content is displayed on a user’s device without taking into account if an interaction occurs. Reach is the number of unique users who view your social content. Impressions and reach are usually trackable through embedded metric tools on each social platform. It is important to consistently analyze these metrics to improve on your content, ensure you are reaching your target audience, and providing the right content.

Let’s dive deeper into what will provide higher engagement on three different social media platforms – Twitter, Instagram, and Facebook.


With over 350 million active monthly users, Twitter is a great place to reach a wide range of consumers. Twitter offers various post content to diversify feeds. For businesses, it is important to take advantage of these to keep users on their toes and excited. Along with written text, posting images relevant to the post can take your post to the next level. In fact, 68% of consumers desire to view photos in social content. Plus, Tweets with images received 89% more favorites and 150% more retweets. It is also important to take advantage of Twitter’s Gifs and Meme generators. This can help communicate humor, brand personality, and context. Remember, visuals are more appealing and can make your brand stand out on an ever-changing feed.

In addition, there are other ways to engage your audience. Twitter is arguably one of the greatest platforms for hashtag usage. Using relevant hashtags to your business that are also trending, can increase your reach. Understanding trending hashtags shows users that you are staying up to date and utilizing social listening to appeal to users. Pinning a top tweet is also a great way to increase your leverage on a successful post. By pinning a tweet, the tweet stays at the top of your twitter profile. If you are advertising a new product or implementing a social media campaign, pinning the tweet can help increase potential sales and campaign engagement.

Finally, remember engagement starts with engagement on your end. Users want to see that you have a personality and are reaching out to them. Whether it is retweeting or favoriting users content, responding promptly to direct messages, or creating a poll to get users opinions, users like to know they are being heard. By directly interacting, you are facilitating a relationship with users.


Photo by Oladimeji Ajegbile on

Built on the foundation of sharing pictures and videos, Instagram requires many items to build engagement. For photo and video content, it is important to be aware of your profile visual aesthetic. This means making sure content is high-quality, consistent, on a similar color palate, and diverse. Next, is other components to the post. Optimizing your post with a geotag, tags of influencers or featured brands, captions that tell a story and have a CTA, and hashtags. Using story-telling can lure users in and evoke emotions leaving them on your content longer – plus these longer captions are trending! Just like Twitter, hashtags can increase engagement. Instagram offers a tool for users to follow specific hashtags, leaving room for users to find your business and engage.

Instagram’s story feature provides even more opportunities for engagement. As a small business owner, you can stream live videos, promote new posts, share industry content and user-generated content, and share links to your website. Using stories provides another touchpoint for users to engage with your brand.

For those of you who are familiar with SEO (Search Engine Optimization), you as a business can help your chances for consumers to find you on Google. This includes optimizing your profile with keywords related to your business, including your industry type, location, and adding a link to your website. This strategy will help get the right type of consumer to your social profile.


Let’s talk strategy. Much like the other platforms, the same rules apply such as using photo and video content, telling a story in captions, and using relevant hashtags. Here are some Facebook-specific tips to implement into your strategy:

  1. Make sure your content public and sharable.
  2. Include links to your website or any external site that is relevant to the content in your post. This will help boost SEO and drive traffic.
  3. Include CTAs whether it’s to comment on the post, visit the website, make a sale, etc. You can also create specific CTA buttons to appear on your page.
  4. Take advantage of Facebook Live to give users a behind the scenes look of your business. Live videos can make users feel like they are there with you. With the chat option, users can write to you in real time!
  5. Utilize Facebook’s different photo layout options to diversify posts.
  6. Create different variants of posts. Different types of content attract different users and can be beneficial to engagement.
  7. Look into boosting posts and Facebook ads. Boosting a post helps the content reach your intended audience and you can choose how much money to spend. The more money spent; the more users are reached. Similarly, Facebook ads allows businesses to create an advertisement for a specified audience.

And don’t forget to RESPOND! Many consumers turn to Facebook for reviews and to voice their opinions.

You’ve Made It!

Although this is not an exhaustive list, these tips, tricks, and tools will help your small business get on the right track to social media success and business growth.For more information about engagement and choosing the right content click here!

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Category: Advanced Tactics