Garnering Engagement on
Social Media Platforms

Social Media Council | March 6th, 2014
Will Hallock | Class of 2014
My Background

Wrote Honors
Thesis on Social
Media
Engagement

Former Social
Media
Ambassador for
the College

Wrote Honor...
Purpose of Social Media

Word of Mouth
Communication

Show (not Tell)
a Story

Social Media is
about cultivating
a brand
c...
A User’s Brand

Personal Brand

Professional
Brand

Community/Social
Brand
Engagement on Social Media: Defined

Interacting with or generating
interesting content. It is a two-way
communication pro...
The Most Popular Forms of Social Media

Source: http://image-store.slidesharecdn.com/6a97902e-8f52-11e3-b0ac-12313d275cfb-...
Increasing Engagement on Facebook

Interesting
Content

Desire for
More
Information

Developing
Connection

Interest in
Af...
Increasing Engagement on Facebook:
What types of content?
Visual Content
(Pictures,
Videos, etc.)

Contents Others
have al...
Increasing Engagement on Facebook:
How much of a difference in engagement?

Pictures

Shorter Posts

• Photo posts get
120...
Increasing Engagement on Facebook:
What to include in your posts?

Source: http://blog.bufferapp.com/7-facebook-stats-you-...
Increasing Engagement on Facebook:
When is the best time to post?

For all users, end of the
week and weekends
(20-30% mor...
How Users Use Facebook
Mostly socially
with friends and
family (75%+)

To maintain
short and longterm
relationships

To as...
An Overview of Twitter:
How to Get Engagement on Twitter

Listen First

Respond
and Engage
Genuinely

Know Your
Audience

...
An Overview of Twitter:
Types of Content People Engage With

Source: http://www.mediabistro.com/alltwitter/twitter-marketi...
An Overview of Twitter:
Types of Content People Engage With

Source: http://www.mediabistro.com/alltwitter/twitter-marketi...
An Overview of Twitter:
When to Schedule Posts

Source: http://www.mediabistro.com/alltwitter/twitter-marketing-cheat-shee...
An Overview of Twitter:
When to Schedule Posts

Source: http://blog.bufferapp.com/best-time-to-tweet-post-to-facebook-send...
Building Your Professional Network on
LinkedIn

Engagement on
LinkedIn varies

Most engagement
occurs in discussion
boards...
How Users Use LinkedIn

Networking

Association with
groups

Information
about companies,
groups, or
organizations
Conclusion: Key Takeaways
Listen first, then
respond to
community

Don’t promote—talk
about what target
audience wants to
...
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Garnering Engagement on Social Media

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How can you increase user engagement on your social media platforms? This presentation showcases ways that users and organizations can use social media effectively to garner engagement, specifically on Facebook and Twitter.

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Garnering Engagement on Social Media

  1. 1. Garnering Engagement on Social Media Platforms Social Media Council | March 6th, 2014 Will Hallock | Class of 2014
  2. 2. My Background Wrote Honors Thesis on Social Media Engagement Former Social Media Ambassador for the College Wrote Honors Thesis on Social Media Conducting Honors Research at Google Conducting Honors Research at Facebook Working to get Honors Thesis Published Involved in a number of organizations on campus
  3. 3. Purpose of Social Media Word of Mouth Communication Show (not Tell) a Story Social Media is about cultivating a brand community
  4. 4. A User’s Brand Personal Brand Professional Brand Community/Social Brand
  5. 5. Engagement on Social Media: Defined Interacting with or generating interesting content. It is a two-way communication process between at least two users.
  6. 6. The Most Popular Forms of Social Media Source: http://image-store.slidesharecdn.com/6a97902e-8f52-11e3-b0ac-12313d275cfb-original.png
  7. 7. Increasing Engagement on Facebook Interesting Content Desire for More Information Developing Connection Interest in Affiliation Takeaway: “Content is King”
  8. 8. Increasing Engagement on Facebook: What types of content? Visual Content (Pictures, Videos, etc.) Contents Others have already Interacted with Personal Stories
  9. 9. Increasing Engagement on Facebook: How much of a difference in engagement? Pictures Shorter Posts • Photo posts get 120% more engagement than the average post • Account for 93% of the most engaging posts on Facebook • Posts with fewer than 250 characters get 60% more engagement, while posts under 80 characters get up to 66% more engagement Question Posts • Get 100% more comments than non-question posts • Results in fewer likes and shares Source: http://blog.bufferapp.com/7-facebook-stats-you-should-know-for-a-more-engaging-page
  10. 10. Increasing Engagement on Facebook: What to include in your posts? Source: http://blog.bufferapp.com/7-facebook-stats-you-should-know-for-a-more-engaging-page
  11. 11. Increasing Engagement on Facebook: When is the best time to post? For all users, end of the week and weekends (20-30% more on Thursdays-Saturdays) For college students, engagement is also relatively high on Sunday nights and during peak work load times Source: http://blog.bufferapp.com/best-time-to-tweet-post-to-facebook-send-emails-publish-blogposts http://blog.bufferapp.com/7-facebook-stats-you-should-know-for-a-more-engaging-page
  12. 12. How Users Use Facebook Mostly socially with friends and family (75%+) To maintain short and longterm relationships To associate and be involved in groups
  13. 13. An Overview of Twitter: How to Get Engagement on Twitter Listen First Respond and Engage Genuinely Know Your Audience Use Regularly Source: http://socialmediatoday.com/benortiz21/1834196/twitter-tips-how-find-monitor-andengage-your-audience
  14. 14. An Overview of Twitter: Types of Content People Engage With Source: http://www.mediabistro.com/alltwitter/twitter-marketing-cheat-sheet_b54354
  15. 15. An Overview of Twitter: Types of Content People Engage With Source: http://www.mediabistro.com/alltwitter/twitter-marketing-cheat-sheet_b54354
  16. 16. An Overview of Twitter: When to Schedule Posts Source: http://www.mediabistro.com/alltwitter/twitter-marketing-cheat-sheet_b54354
  17. 17. An Overview of Twitter: When to Schedule Posts Source: http://blog.bufferapp.com/best-time-to-tweet-post-to-facebook-send-emails-publish-blogposts
  18. 18. Building Your Professional Network on LinkedIn Engagement on LinkedIn varies Most engagement occurs in discussion boards or groups Far less engagement between users in comparison to Facebook and Twitter
  19. 19. How Users Use LinkedIn Networking Association with groups Information about companies, groups, or organizations
  20. 20. Conclusion: Key Takeaways Listen first, then respond to community Don’t promote—talk about what target audience wants to talk about Interesting content (visual content, links, questions, stories) generates more engagement “Pay it forward” mentality

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