6 Ways You Can Turn Social Media Engagements Into Conversations
Being social on social media is the name of the game. It is a great place to come together, have conversations, learn about new things, and build relationships. In order to do that, you need to engage and contribute to the conversation. Have you heard the term, “post and ghost”? It refers to posting something on social mediaand then being frustrated when people don’t take immediate action. Action on social media could be a like or a comment, or if you’re really lucky, a direct message. To make the most of these interactions it’s up to you to engage and guide the conversation. This post will give you ideas for how to take the conversations to the next level and truly be social on social media.
What to do with “reactions” on social media.
Reactions on social media include likes, loves, laughter, etc. They are the easiest way for people to share that they are interested in the post, like your organization or care about what you’re talking about. They are the easiest actions for someone to take, as easy as double tapping on your phone. Even though the engagement is easy that doesn’t mean you shouldn’t follow up with people that engage.
It’s important that you take into consideration the personal relationships you have with people so that the interaction is authentic. For example, you wouldn’t want to blanket message everyone that likes your post the same thing. Each person might have a different type of relationship with you so your follow up should be unique as well. You’ll also want to consider the type of post. Is it sharing general information? Are you asking for feedback? Is it promotional in nature? Are you looking for something specific? This will guide the way you follow up.
From here you take it to the direct messages. Taking into consideration the elements above, craft a direct message that makes sense for the post and the relationship with the person. Here’s an example.
Let’s say the post has an adorable photo of an adoptable pet and says:
Did you know that approximately 85 million families are pet owners? Are you part of that group?
If so, let’s see those photos 👇🏼👇🏼👇🏼
If not, let’s chat! Our team is here to help you find the right fit for your household and lifestyle.
We currently have 20 pets looking for loving homes, each with their own personalities, ready to bring joy to the right home.
Now you’ll probably get a lot of reactions because, let’s face it, people love cute animal photos. Your DMs could look something like:
Thank you for liking our post! Do you have furbabies in your household?
So glad you liked the content in our pet adoption post. Have you ever adopted a pet before?
Can you believe how many families have adopted pets! Do you have any questions about pet adoption?
Couple of things to take note of. Make sure they’re signed by someone in your organization. The messages are short and not pitchy. They haven’t take a specific action or left you any information about what their level of interest is. The goal is to get them into a conversation where you can learn more about them, not to get them to adopt a pet right away.
Turning comments into conversations
Comments are fantastic. It means that someone has enjoyed the content enough to take that extra step to leave you a comment. Yes, some of them are spam, or negative, or don’t really make sense, but that doesn’t mean you don’t respond and engage in a way that makes sense. There are a couple of reasons for this.
- It helps with the algorithim. Social media platforms love content with lots of comments. It signals to them that people really enjoy the content you’re sharing, and will share it with more people. The more you respond, and the more back and forth, the more it signals that this is content people care about.
- It’s always a learning experience. Commenting and responding gives you an opportunity to furthur educate. Don’t take things personally or get frustrated with peoples comments. Even a negative comment is an opportunity.
The easiest way to start conversations in this case is responding to comments! While that may seem obvious, many organizations forget to do this. Some comments are easier to respond to than others. Let’s go back to the example above.
If someone posts a photo of their cute furbaby that’s an easy response. You can comment on their pet, ask the name, breed, about their personality, where they got them, etc. The harder comments are things like, “yes,” or “cute.” These are still opportunities for conversation. Ask them questions about the types of pets they like, how many they have in their home, etc. It’s on you to drive the conversation. Don’t just like their comment and move on.
You never know when a conversation can turn into something bigger!
At some point you might feel like the conversation would be better to go into direct messages or email. At that point, ask them if you can send them a DM with additional information. You never want to ask for their email or phone number in the comments. Use your best judgement on when the timing is right to take it into a DM.
Going straight to the DMs.
DMs are a tricky thing. They are quickly abused and while they are a great way to connect, you still have to build trust. The best is when the DMs come to you, but still there is a bit of editing. Remember to be authentic and real. DMs are a great place to share links to additional resources, share contact information and build a connection. The goal is always to get people out of the DMs and into other avenues like your email list, email in general, phone calls, etc.
Resist the urge to make an ask in the DMs unless they initiate that conversation.
DMs are a great way to connect with people. Also, it’s about meeting people where they’re at. Some prefer to connect on social media. Ask them how they prefer to stay connected with you. Meeting them where they’re at helps you get more out of the conversation because it’s where they feel comfortable.
Managing your time.
This might feel overwhelming with regards to managing your time. Just because you want to stay on top of comments and messages it doesn’t mean you have to be on social media all the time. Set two times on your calendar each day to respond and get back to people. Blocking off 15-20 minutes each time should be more than enough to go through your social platforms and respond. When you stick to a regular schedule, things don’t get out of control and you can get through things more quickly.
Don’t let the hard work you put into creating your social media content go to waste but not maximizing on the engagement they’re giving. Each engagement is an opportunity to talk with new people and stay connected to your regulars.