My dad and I have a very different outlook when it comes to social media engagement. I have about 1,500 friends. I’m not friends with a lot of my “friends.” I don’t even know some of them. My dad has about 300 
and interacts with many on a regular basis.
When it comes to making the most of Facebook, my dad beats me hands down. He understands that it’s not the number of friends that makes Facebook worthwhile, but the engagement and interaction with those friends.
The same is true for businesses. Having 1 million fans or followers means nothing if you aren’t engaged with them, and them with you. It’s easy to get caught up in having more fans, followers or “likes” than your competition. Creating an environment that encourages social media engagement should be the focal point.
Sonia Ding, SEOmoz contributor and social media expert, says, “What is the point of social media and a business page if it does not appeal to like minded people? Isn’t the point of a business page to invite discussions, likes and comments about your posts?”
There are sites that promise to provide fans for your Facebook page – at a cost, of course. Ding warns against these sites. In her experience, the “fans” come from places like Russia and Lithuania. They likely don’t speak English. More importantly, they don’t provide an opportunity for increased engagement within the social media platform.
You can’t buy brand loyalty, you have to earn it!
Rather than focusing on the number of fans or followers, pay attention to more substantial statistics. How many times was your company @ mentioned or retweeted? How many comments are you getting on your blog or status updates? And, how many times did you comment on wall posts or @ mention your followers? Essentially, are you encouraging social media engagement?
In social media, the level of engagement by your fans or followers speaks volumes of your business. Concentrate on social media engagement. It will create a sense of community, invite your fans to interact and will keep them returning to your page.
Looking to optimize your social media but unsure of where to start? We’d love to have a conversation with you.
Photo courtesy serengeticom.com
