You know that social media can drive results. Even if you haven't seen it in your company, you'll see it with thousands of other brands. However, it doesn't matter how present you are on social media if you aren't receiving any kind of feedback from your customers. That's a clear sign that you're doing it all wrong. If you're not sure why your customers aren't engaging with your social media posts, it could be that you're doing any of the following things.
1. Your Posts Are Visually Unappealing
Take stock of your recent Facebook posts. How many of them were all black and white text with no images, memes, infographics, or videos to bring them to life? Your boring posts may be the reason that your followers aren't engaging. Try switching up the black and white look by including images, a quick infographic, or a clever meme that emphasizes your brand's niche.
2. Your Content Isn't Worthy of Sharing
According to Bloomberg, the average American spends 40 minutes per day checking their Facebook feed, and that time's split up into several sessions of endless scrolling, which is your greatest challenge in getting readers to stop and read your content. If it's not compelling enough to make them pause, it won't get shares, likes, or comments.
Look at the content on Facebook that's being shared multiple times per day. What does it all have in common? All of these posts probably have a compelling photo, a catchy title, and something to do with the niche of the posting company.
3. You're Not Considering Your Audience
Getting social engagement means understanding the audience. Every time you post something, ask yourself, "Why would someone read this? Why would they like it? Why would they share it?" Generally, the answers to these questions will have to do with the current conversation in that industry, the catchy title, the inspiring or funny content, and the passion behind it. If you can't think of a definitive answer to those questions, you don't understand your audience well enough.
4. You're Not Asking Questions
It's hard to get user engagement when you aren't asking any direct questions. Consumers love to share their viewpoints and opinions on things. The freedom of speech aspect is part of the reason why they love social media. If you aren't asking questions, your consumer probably isn't feeling valued enough to respond to your content.
Questions are the best way to form a dialogue between your brand and your consumers in order to build a strong relationship. Depending on your company, and the purpose behind the post, the questions could be light-hearted and fun or political and serious. Either way, the right questions will improve user engagement.
5. You're Asking the Wrong Questions
Facebook engagement is all about asking the right questions, and questions that are too personal or too generic won't receive engagement. You should also avoid asking questions that steer too far away from your industry's niche. For example, you want to avoid asking users about their weekend. That's not information that they're likely to share with a company.
Instead, ask industry-based questions. For example, if you are a health and fitness company, ask users, "What's the most delicious healthy food you've ever had?" It's just specific enough to get users interested in answering, but also generic enough so it won't invade their personal space.
6. You Don't Include Calls to Action
Today's users like to be told what to do, even if they won't admit it. Adding calls to action to your posts gives users a psychological nudge in the right direction. Though calls to action in posts are good, remember that this is still a social gathering place, not a sales conference. If your CTA is too pushy or "salesy," it'll turn the customer away rather than bringing them closer.
7. You're Not Giving Value to Customers
On Facebook, when someone befriends another individual, it's usually because the individual's a friend or acquaintance of whom that person want to keep track. When someone likes a business's page on Facebook, it's usually because that page has something to offer them, and if you aren't offering your customers something valuable, they'll turn away.
Promotions, discounts, or coupons are a great way to keep consumers interested. Valuable content is another way to keep users engaged. When a consumer feels like they can gain something from your company through interaction, that's when they'll stick around.
8. Your Branding Isn't Clear
Is your Facebook page having an identity crisis? It's crucial to brand your images and content so readers will recognize the source. This not only helps to make your brand more permanent, but it also helps users to recognize why your brand's best. If your users are confused about who's providing them content and discounts, they won't know which brand to recommend to their friends, and they'll forget why they engaged with you in the first place.
9. Your Posts Are Uninspiring
When you're interacting with users on Facebook, remember that you're interacting with human beings. Your followers are looking for content that'll be conversational and inspire in some way. Robotic, run-of-the-mill posts won't cut it.
Give your Facebook page a tone of voice that matches what your audience wants to hear. Then, deliver inspiring content. Inspiring doesn't necessarily mean that it causes your readers to be moved emotionally after they read it. Inspiring means that it incites feelings of power, laughter, excitement, or any other intended feeling. It makes them feel like a human interacting with another human, and your users will eat it right up.
10. You're Not Engaging with Them
Let's turn this full circle. Perhaps the reason your users aren't engaging with you on Facebook is because you're not engaging with them. As a company, you have a name to uphold, and this means consistently responding to customers in a timely manner after they've responded to you. No one wants to hold a one-sided conversation, and most consumers won't try.
For all-around better user engagement, try reaching out to them. Answer questions, ask follow up questions, and express your gratitude for their responses. A full-circle conversation's the best way to spread quality brand awareness and bring more consumers to your page.