It can be difficult to meet organic social media targets. Engagement is a metric that most aim for, but few rarely achieve the goals that they set. Many are continually stumped by the question: how do you build social media engagement? And more importantly, how do you sustain engagement in social media? One of the sure-fire ways to know whether your brand is famous is social media engagement. Engagement in social media will also help the company expand organically, enter new markets, and reach a broader audience in current markets. Correctly done, social media engagement will help shape your content strategy, overall marketing plan, and can go so far as to benefit your larger business objectives. In this post, we will share tips and tricks for you to incorporate in your own social media marketing campaign, as well as use cases from our own experience working on social media. So, let’s dive into three ways that you can make people talk about your business.

1. Choose the right hashtag

The game with a hashtag is not what it used to be. Hashtag strings don’t work anymore. Yes, through likes or even very spammy comments, they can earn you a little bot engagement. Instagram does a wonderful job of filtering out the bots, though, and these hashtag strings are now just as spammy as the bots which used to create them. And that doesn’t mean that we shouldn’t work on hashtags. Hashtags can be a great way for you to create and, more significantly, track interaction.

Creating engagement using hashtags

You would need to inspire people to use it if you want to create conversations around a specific hashtag. When you don’t explain to users why it’s there in the first place, there’s no point adding a hashtag to the end of a message. At each touchpoint, introduce hashtag to your community. Do this in your profiles, daily media posts, and even your attempts at email marketing. You give them a forum to find the content they care about by giving users a hashtag to connect with, as well as giving your company the tool they need to track interaction.

Using a hashtag to track engagement

A hashtag is like applying the same tracking device to a tweet or a post. You can monitor the interaction of all the content you send out on social media based on that specific campaign or product by clicking on a campaign hashtag or a product hashtag. You can split your engagement report down into hashtags instead of traditional reporting through your social media management tool, and get an understanding of the levels of engagement around your unique efforts.

2. Find something that individuals are passionate about

Your product may be amazing, but we don’t expect people to be passionate about it. Your product may surely be useful to someone, but that does not mean saying they want to chat about it online. What you need to find is anything people are passionate about, which is also in line with the beliefs, purpose, and vision of your brand. Take a moment to really understand your demographic target and what their mutual interests are. Find a subject that resonates, while writing about your brand. Brands today take sustainability as something that individuals are passionate about. It’s an easy win, and no one’s going to call you out on anything. We all know that we must make every effort to undo the harm we’ve done to the world. However, if you can’t authentically address this subject or it doesn’t really fit with your brand, then find another subject. This can also be calculated based on the interaction metrics you’re looking for. If you are looking for shares and likes, then you need to think about something that people agree with. However, if you want more comments, mentions, and followers, then choose a subject that people would like to have a discussion on.

3. Create value around your content

Make sure it’s important to your audience, no matter what your content type is. This includes a great deal of pre-work. Make sure that you dig into your current base of followers or explore the sort of followers you want to meet. When you have a good vision of the people you want to attract, make sure that you build content that suits their needs. Your content can include photographs, videos, diagrams, interactive quizzes, competitions on social media, blogs, and the list goes on. The best content strategy is typically a mix of all of the above. Not the form of content, but the topical essence of what the content really is, needs to be remembered.

Remember, engagement is wonderful, but you can’t have everything. Identify metrics that are essential and strategize accordingly.