Earlier, you learned the benefits of social listening and some tactics for implementing it effectively. Social listening not only helps you understand your target audience better, it increases their engagement with your brand. In this video, we'll discuss how to boost your current and potential customers engagement on social media. Social media engagement measures how people are interacting with your social media accounts and content. Engagement refers to the actions people take on social media, such as likes, favorites, comments, shares, retweets, saves, clicks, hashtags, and mentions. Studying engagement can help you determine whether the content you're creating resonates with your audience. One way to increase your audience engagement on social media is by connecting with them. Social media is an ideal channel for making meaningful connections with your customers and potential customers. A report by Sprout Social found that when customers feel connected to a brand, more than half of them will increase their spending on that brand. More than three-quarters will continue to buy from them rather than from a competitor. Let's discuss some ways to connect with your customers and increase their engagement on social media. To engage people on social media you need to be social with them. This means communicating with your customers and followers frequently. It's like being the host of a party. You're not always going to be the center of attention, but you want to make sure everyone is having a good time. As an entry-level digital market, it might not be your responsibility to interact directly with customers on social media. But let's discuss some helpful tips for when you need to do so in the future. A best practice is to respond to comments and mentions or to users talking about your brand. This opens up two-way communication and can help you establish a healthy, meaningful relationship with your customers. You'll also want to provide excellent customer service on your social media platforms. Be prepared to answer customers' questions, provide resources that can help them with their issues, and show empathy for any challenges they've faced related to your brand. When customers reach out to you on social media, be sure to respond to them quickly. Listening and responding to customers rapidly, makes them feel heard and shows them that you care. A speedy response can also lead to increased customer satisfaction and trust in your brand. It's important to develop an authentic personal voice on social media. People are more likely to engage with your brand when they feel like there's an actual person reading and responding to comments. You can make your voice on social media more personal by doing things like signing off on your posts, addressing customers by their first name, and responding to comments with humor or warmth. Showing images or videos of employees can also help your brand seem more personable and relatable. As we've discussed previously, it is important to know the audience you're trying to engage on social media. The language you use, the tone of your posts, and the images you present will differ depending on that audience. The content that resonates with the audience of a company that sells video games, for example, is likely to be quite different from the content of a quilting supply company. Knowing your audience also means creating content that will be most valuable to them. What can you teach them? How can you inspire them? What resources can you provide? Engaging with your customers by giving them helpful content that addresses their needs and pain points proves you're a credible source of information in your industry. And sharing your expertise builds their trust. Some of your content should also help your audience imagine themselves interacting with your product or service and what they would gain from that experience. That said, not every post or interaction you have with your customer has to be about your products. Social media platforms can sometimes just be a way to connect with your target audience about the topics they're interested in. Encouraging people to engage with your brand on social media also means getting creative with your posts. You can entice people to engage with you by holding contests, posting polls, developing quizzes, asking questions, spotlighting customers and employees, eliciting user-generated content, offering coupons and discounts, and offering giveaways in exchange for followers, likes, retweets, or tags. When customers are engaged on social media, you can learn from them, better meet their needs, and increase their confidence in your brand. Coming up, we'll talk more about engaging with your customers and gaining followers on social media.