Fan Engagement: The Cornerstone of Your Social Media Strategy
Engagement is a word routinely used by brands to describe actions they take on social media. The term is banded around so much it’s now being taken for granted that almost any social media post will engage with your audience. The reality is that, no matter how many followers see your post, only those who take further action are truly engaging with it. Creating a fan engagement strategy is therefore crucial for getting the most out of your followers.
Fans are central to any brand as the driving force for long term growth, but how can brands clearly define the way they should go about engaging with their fans and what would be the purpose for said engagement?
As a social media agency, we are defined by the activity that occurs between the brand and the fan.
Traditional advertising is broadcast-focused; a person flicking through a magazine or a carload of people listening to the radio. This makes it limited to those in the vicinity of the broadcast. Social media marketing is a far more interactive experience, with consumption between infinite digital networks, allowing for mass participation across hours and days, rather than minutes. This relies on engagement and allows brands to gather accurate, real time information based on the reactions of fans.
So what defines fan engagement? It’s where people are individually connected with a topic, category or brand and is part of a topical micro-community. This ‘connected activity’ can be split into 4 sub-categories:
Contribution – where the fan creates their own content
Collaboration – where fans participate in content creation with other fans or with the brand
Influence – where fans are influential over other fans
Advocacy – where fans adopt a sense of ownership and affinity