Here at Meltwater, we’re always open to suggestions, so after one frequent chat participant suggested we base a #MarketingMinds around social media engagement we were more than happy to oblige!

Q1. Why is social media engagement important?

Social media success comes from being just that – social. Unlike robots, we humans enjoy a good natter (“chat” to our non-brit readers). So don’t be shy, go out there and make the first move! @AgentPalmer suggests that social is all about the art of conversation, noting that engaging with our audience facilitates this. @QuestPR agrees, stating social media engagement is important for brands as it ensures our content, brand or business isn’t stand alone. Furthermore, @themiceblog comments that social media engagement can help us build a community.

@helenflannery_ speaks about how social media engagement can generate interest in what we’re delivering and how it can also spark new angles and ideas. @Snafflepuss states we have just 30 seconds to engage our audience and what better way to capture their attention than by delivering content that is unique and interesting to read? Unique content stops our audience from their mundane scrolling mission and encourages them to click, read, share and browse further.

As @akathmadevi rightfully points out, social media engagement can also tell us if our plan is working. @c0Sabrina adds that engagement provides actual audience insights rather than simply audience assumptions. Posts that receive high engagement tell us if what we’re doing is a success. As the saying goes, “if it ain’t broke, don’t fix it,” learn from success and replicate this throughout the content strategy to further increase social media engagement. @travelopulent believes social media engagement is vital as it helps us create relationships and build trust with our audience. While social is a virtual platform, real people are using it… so real life rules apply. We’re much more likely to trust somebody we have communicated with in the past, rather than a stranger who pops up out of nowhere, makes a random comment and is never to be seen again.

If the above isn’t enough to persuade us to put our social media engagement hats on, @Annie_Kolatsis adds how engagement also ensures added brand dimension and personality, thus helping us stand out from the crowd.

Q2. How do you ensure your content is engaging?

@Snafflepuss and @AgentPalmer suggest we research our audience to ensure we provide content that is valuable. Media intelligence tools, such as Meltwater, can help us do just that. As mentioned above, by listening online we can see patterns in our audience’s interests and then tailor and personalise content around this. @mcsaatchimena and @taramomo_ encourage us to ask ourselves; “would I engage with this post or content?” If the answer is no, the chances are so will our audience!

@c0Sabrina believes blending education and entertainment is key to a successfully social media engagement. Moreover, acting as a consultancy on social, such as sharing “how to” or “top tips” posts can also help greatly. @helenflannery_ suggests that a way to ensure dialogue marketing is by asking questions. Moreover, since we are a visual loving nation, the use of images and videos are a quick way to boost social media engagement. @akathmadevi comments on the need for defining goals for each piece of content as this can help us identify indicators to measure, but more on that later.

Q3. How do you create social media engagement on 1. Twitter vs. 2. Facebook?

@akathmadevi states that chats are the best way to create social media engagement, grow a community and position a brand as a thought leader in their field. Meanwhile, @Snafflepuss and @themiceblog believe Twitter is the place where brands should start the conversation due to the real time nature of the platform, while Facebook is great for storytelling and is the best place to attract interaction. @mcsaatchimena agrees, suggesting Twitter is for mingling with our community, whereas Facebook is more visual. @akathmadevi advises we use social listening tools, like the Meltwater platform, as this will enable us to find meaningful conversations around our brand, our industry and our competitors.

Q4. How can we expand our social community?

@c0Sabrina’s top tips for expanding social community include participating in dialogue, which confirms that simply confirming retweeting or sharing isn’t enough. Ask questions such as “do you agree?”,“is there anything you would add?”, “what are your favourite examples of..?”  @AdeelMSami advises that community growth is made easier by providing valuable content at the right moment. The use of a content calendar is a great way to start. Moreover, when posting content from a third party be sure to mention the source, as this can open up the post to a much larger audience.

@taramomo_ suggests we expand our social community by listening on social media and identifying industry influencers to follow and engage with. @Snafflepuss agrees, stating that partnerships can present huge opportunities with regards to social media engagement simply by piggybacking onto our partners community. @TheSignDepot’s top tip for expanding our social community is to identify where the conversation is mostly occurring so that we’re not wasting time on platforms seldom used by our audience. Meltwater to the rescue again! Our tool allows us to see conversation by channel so we priorities and stream line communication.
@AdeelMSami sums up how we can grow our community in 6 simple words- Talk, ask, give, spread, mention, repeat!

Q5. What platform/s do you use to measure social media engagement?

Participants use a number of platforms to measure social media engagement, as this ensures quality of analysis by benchmarking results against one another. The Meltwater platform offers users the chance to measure engagement against a number of metrics including:

  • Engagement volume
  • Engagement by channel
  • Clicks by channel
  • Community growth
  • Most engaged members
  • Brand impressions
  • Top posts by clicks
  • Top retweeters.  In other words, Meltwater has your back when it comes to measuring engagement.

If there are any topics you’d like to see in future #MarketingMinds chats drop a comment in the box below. If you’d like to write a guest post, send an email to