While statements about our shrinking attention spans have turned out to be a myth, attention still remains the most valuable (and scarce) resource on the Internet. The relentless drive of technology is changing how we consume information online, and in the world of social media, competition for attention is fierce. It is becoming harder to be heard above the crowd.
The limitation of being one voice among many is a challenge faced by marketers in every industry—as is driving engagement on social media. Thankfully, there are ways to tackle these challenges. To build authentic engagement on your social media channels you need to take a few new tools, and a few old tools, and build a strategy that integrates them both.
The New Tools
Modern digital marketing is where we find the reporting and research tools that let us gather accurate data about our current and prospective customers. These tools have a variety of names, it can be Hootsuite, Adobe Site Catalyst, or any other form of enterprise social media reporting software – all that really matters is the data insights they can produce. It is almost impossible to overstate the importance of data; it has been said that “data is like air for marketers”.
By utilizing these data analysis tools in social media, you can determine several amazingly powerful insights about your audience. Imagine how easy developing and implementing your social strategy could be with the answers to these questions:
The data from these new tools can help you feed your existing, but older tools, to gain a much greater ROI.
The Old Tools
Social media is becoming more and more like trying to have a conversation in a crowded room, so why not go back to the old tools we have for getting attention in exactly this situation?
To maintain the interest of an audience who already has plenty of potential interactions available at their fingertips, you need to tap into the art of good storytelling. All too often, people thought that newer and flashier technology substituted for a good story, but it doesn’t. Here are a few tried and true classic tactics that have worked for marketers for decades, and will still perform strongly as part of your social strategy:
If you are ready to begin driving engagement on your social media channels, we are here to help. Check out our Top of the Funnel Engagement Scorecard below to see how well you are doing.
Bradley Yeater is the former Marketing Manager at GaggleAMP.
Stay up to date with the latest in employee advocacy.