Maximizing Engagement for Corporate Social Media Pages
Social media is used in many different ways and for many different purposes depending on the brand, platform, audience, and goal of the platform. Whether it’s a personal page, influencer page, or corporate page, we often see a common goal of increasing engagement between the brand and their audience. However, there’s no one set of rules to follow that guarantees gaining traction on social media.
As communications professionals, we must consider the type of page, the content goal, and the audience of followers to create a strategy to improve engagement. That being said, I wanted to share a few learnings we’ve gleaned from supporting company social media pages on how to use these pages to their full advantage:
- Consider the goal before formulating copy and platform placement
Social media is no longer just a way to keep tabs on your personal network. The wealth of user purposes is constantly evolving and changing, from serving as a source of entertainment, a news source or even as a search engine. In fact, about 40% of Gen Z prefer TikTok and Instagram as a search engine over Google, according to 2022 data reported by TechCrunch. Who would’ve thought an app known for short-form dance videos would serve this purpose for Gen Z?
It’s important to consider your own goals when posting content – is it to drive clicks to a specific landing page? Create awareness of a new product or business development? Boost an executive’s media presence? Your goal will inform your strategy, and help decide which platform(s) would serve the purpose best.
- Keep the conversation going after hitting “post”
Social media is a live site – there’s always new content being shared and seen by new audiences, long after hitting post. Corporate sites are no different, and it’s important to continue monitoring and interacting with your audience on published content. The world of social media is fast paced and exciting, but don’t forget about all the content that still lives on your page when focusing on new and exciting post topics. Plus, comments drive engagement, so responding and creating conversation will widen your reach.
- Analyze your own channels and results to reevaluate strategies – social media success is an ongoing process
Lastly, companies should be constantly analyzing social media results to inform their own strategies. As I mentioned before, there’s no perfect rulebook for a successful social media program. However, analyzing your own page can help you learn what kind of content your audience is enjoying, and what they’d rather ignore. It can also help support you in finding prime post times for your network, and home in on the visual media and length of posts that are most appealing to your audience.
Don’t forget that social media is constantly evolving, and you will need to repeatedly analyze the data coming out of your pages and re-evaluate. What works now, may no longer be appealing 3 months from now, or even 3 weeks from now. Learn from your social media wins and losses to inform your strategy and boost your metrics.
As you take these tips into consideration in your own corporate social media strategy, remember that channels are constantly introducing new features, and are being used in new ways, so it’s important to stay on top of trends and be alert in your strategy.
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Boston Micro Fabrication
Laura Galloway, Marketing Director
As a small marketing team, having an agency partner that feels like a true extension of my team is invaluable. The Greenough Communications team is professional, responsive and has taken the time to understand our business, putting our brand in front of the customers who matter for our growth. I’ve been very happy with our first year of partnership and look forward to future success.
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Mariana Just, Vice President, Marketing
We started working with Greenough Communications over a year ago, and it's been a fantastic journey. They really understand who we are at Acrolinx and what we want to say. Their ability to amplify our message in a crowded AI space has been impressive, delivering solid media results in the outlets that matter, securing the AI Breakthrough Award, and boosting our executive team's social media presence. As we continue our partnership, we're excited about expanding our reach and market presence, building upon our refreshed positioning and messaging with Greenough's expertise guiding us every step of the way.
IQE
Steven Curwood, Director of Corporate Marketing
At IQE, one of our goals is to demystify the vital role compound semiconductors play in the industry and the future of innovation. As we aim to broaden our brand's reach in the U.S. market, finding an agency that understands our technology and the intricacies of our work is crucial. Greenough Communications stood out as that agency from the start. In the short time we've worked together, they've already validated our choice with opportunities in key media, including CNBC, NPR, and the U.S. trade media that will move the needle for our brand and message. There's much ahead for us, and we're excited to have the Greenough team by our side.
Arbella Insurance
John Donohue, CEO
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Wolters Kluwer Health
André Rebelo, Global Marketing Communications & Public Relations
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Anika
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GlobalFoundries
Laurie Kelly, Chief Communications Officer
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