Social Media Marketing: Community Engagement

ADFly’s “Three Pillar Approach” is a foundation for business social media campaigns.

By now you have probably recognized the significant attention on social media. If not, here is a figure for perspective: roughly 70% of United States Citizens use at least one form of social media per day.

What does this mean for your business? An opportunity to develop a social identity and interact with the online community at scale (~225,000,000 users/day).

Pillar I: Community Engagement

Participate in the community that you service.

  • Like, share, comment on local businesses and individual’s posts
  • Post valuable information for consumer benefit
  • Provide knowledge of the local community

“Why would I spend my busy work hours posting about things that are seemingly unrelated to my businesses offering?”

When you like, share, or comment on other’s posts, you do several things. First, it lets people know your business has a presence on social media, and that the account is active and engaging. Second, it portrays an interest in more than self-interest.

In a sense, you are creating an attractive brand personality that people in the local or online community want to associate with and engage in. More engagement leads to stronger brand relationships and greater sales opportunity.

Human Accounts>Robotic Accounts

The success of your social media campaign relies on perceived value.

Not every post has to have a call to action (BUY MY STUFF). In fact, you will surely lose the crucial relationships you have started building.

Take the perspective of the consumer. What do you want to see from your favorite brands on social media?

Adidas does a remarkable job in this Twitter post:

Why this is a great piece of social media content:

  • Timely (published only an hour after the conclusion of the match)
  • Features one of their premier athletes winning at the highest level
  • Shares in the excitement of the event with the brand’s large tennis community 
  • Subtle product placement
  • There are no “asks” or “calls to action”, but creates a desire to be a part of the winning brand

The company took advantage of the event and an endorsed athlete’s success to be human.

A professional athlete isn’t necessary for creating quality content. Value can be as simple as making sure the local community remembers tomorrow is garbage day (families everywhere will thank you).

Small business example: Katalyst Systems Impact

Happy 4th of July from KSI! #freedom

Posted by Katalyst Systems Impact on Tuesday, July 4, 2017

  • Emphasize relationships- the more people interact with your brand, the greater the opportunity for sales.
  • Get creative with posting- people are more willing to engage with accounts that both promote their brand and add to the social experience.
  • Make your account worth the follow, like or share by adding value (you don’t need a professional athlete).


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