Blog

August 4, 2017

AVOID THE VOID: WHY COMMUNITY ENGAGEMENT TRIUMPHS OVER PURE POSTING

Calling customer service is a drag—being transferred to number after number, listening to elevator music play in the background, and not getting questions answered by the very end. When a brand doesn’t live up to expectations, social media is often the first place people drop all their thoughts. Which is why it’s not enough to just create a content calendar and post: community engagement is a building block for building brand loyalty.  

So why spend time with community engagement? Here are five reasons (and examples) to boost your brand: 

  1. Play with your brand personality  
    Leaving a Facebook post out to dry can only go so far when showing off your unique brand personality. Always take it a step further and put a face to the name. Interacting with customers in a positive way can garner brand loyalty, and encourages followers to ask questions, engage, share and extend your reach. Both Taco Time (my personal favorite Twitter feed) and Ford do a fantastic job interacting with users—especially if users post photos of their crispy chicken burritos or decked out cars. Why buy something if you can’t show it off, right? 

  2. Take customer satisfaction to a whole new level
    Alaska Airlines wiggles their way into seemingly every community event, from parades to local community volunteering. What Alaska Airlines does best is build customer satisfaction: they value social posts that not only show off their new jets, but posts that take the time to recognize the people who ride. Follow Alaska’s lead and create a content calendar that doesn’t just focus on the product, but also the “human factor.” Take time to respond to questions, be thankful and recognize your audience’s demographics to build satisfaction.

  3. Partner locally and build your community
    Build relationships and open doors for future partnerships by sharing relevant content from local partners. Actively engaging with other pages can lead to future opportunities, such as Instagram takeovers or co-authored blogs. With our work with Visit Kent, we look to local businesses and community pages for not only content, but finding partnerships. From kicking off relationships via social, we’ve written feature story blog posts, created social campaigns and regularly reshared Instagram posts.

    Pro-tip: Stay organized by using the list feature on Twitter and the Pages Feed on Facebook to stay up-to-date with community partners.  

  4. Pose opportunities for conversation
    Ever noticed that live streams are pushed to the top of your Facebook feed? That’s because the Facebook algorithm gives preference to live video, so take advantage of this feature and garner engagements along the way. KING 5 regularly streams from Seattle—whether it’s the Seattle skyline cam, Mariners fireworks show or asking questions to engage listeners. Not only do these posts have higher visibility, they are perfect opportunities for users to share their own user generated content in the comments. Can there ever be too many sunset photos? (Nope.)

  5. Monitor for harm
    Hands down, the less exciting part of social media is responding to complaints. But what seems like a hindrance can be an opportunity to share your social gusto. Carnival Cruise Line is quick to respond to comments, both negative and positive. And to top it all off, they put a face to a name by closing off each response with the rep’s name. T-Mobile—like all other cell networks—is notorious for receiving complaints on social. But they strategically have a T-Mobile customer service account to deal with the issues, separating the complaints from the main brand account. Like Carnival, they also want to show its real people responding, so they link to profiles of their social team with every response.

How do you engage with your community via social? Tweet us at @JayRayAdsPR