The Most Important Thing to Remember About Engaging With Audiences on Facebook

Engagement.

It’s a buzzword that’s commonly bandied about when discussing social media marketing, particularly where Facebook is concerned. Everyone knows it’s important to a successful social marketing campaign – fundamental to it, even. But most people aren’t quite sure why, nor do they fully understand what it involves.

Instead, they get caught up in empty metrics. They focus on likes, shares, and comments, without bothering to look at what people are actually saying. They obsess over how many followers their brand has accrued without caring much about those followers.

They care about quantity over quality. And that’s a mistake. Quite possibly the most significant one any brand can make on social. 

See, the thing about Facebook is that it’s not a typical advertising channel.  While it’s true that there are paid advertising spots on the social network, you should not solely be focused on generating leads and making sales, this is one of the ways your social media plan is failing.  Rather, you should be focused on building relationships.

Talk to them, and listen to what they have to say about your products and services. Address questions, comments, concerns, and complaints in as timely a manner as possible. Share content with them that’s focused not on making more sales,  but on entertaining or informing your audience.

The days when a business could get away with passive audience communication are gone. Most people are tired of being talked at and sold to, especially now. They want their consumer relationships to have more meaning and value behind them. 

In other words, if you make an effort to understand your audience and address them as people rather than as leads, they’ll reward you with greater loyalty and higher engagement. If, on the other hand, you constantly push your products and services, make little effort to inject personality into your content, and treat Facebook the same as any other advertising platform? Your efforts would be best spent elsewhere. 

Facebook is among the most powerful tools in any business’s marketing toolkit, whether large or small. Yet most organizations fail to understand how to most effectively leverage it. It’s not a place where you should be laser-focused on metrics or scrambling to increase sales. 

Rather, it’s a platform you can leverage to generate awareness, promote customer loyalty, and allow your brand’s unique personality to shine through.

Johnny Thompson

Johnny Thompson is a senior reporter for Generator Research in Los Angeles, reporting on technology, business, finances, and more. He previously worked as a reporter for the Wall Street Journal and got his start at newspapers in New York, Connecticut and Massachusetts.

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