Maximizing Engagement for Corporate Social Media Pages

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Abby Klar
April 9, 2024
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:  

  1. 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.  

  1. 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.

  1. 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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