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.

1. Garnering Engagement on
Social Media Platforms
Social Media Council | March 6th, 2014
Will Hallock | Class of 2014

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. Purpose of Social Media
Word of Mouth
Communication
Show (not Tell)
a Story
Social Media is
about cultivating
a brand
community

4. A User’s Brand
Personal Brand
Professional
Brand
Community/Social
Brand

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. The Most Popular Forms of Social Media
Source: http://image-store.slidesharecdn.com/6a97902e-8f52-11e3-b0ac-12313d275cfb-original.png

7. Increasing Engagement on Facebook
Interesting
Content
Desire for
More
Information
Developing
Connection
Interest in
Affiliation
Takeaway: “Content is King”

8. Increasing Engagement on Facebook:
What types of content?
Visual Content
(Pictures,
Videos, etc.)
Contents Others
have already
Interacted with
Personal Stories

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. 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. 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. 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. 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. An Overview of Twitter:
Types of Content People Engage With
Source: http://www.mediabistro.com/alltwitter/twitter-marketing-cheat-sheet_b54354

15. An Overview of Twitter:
Types of Content People Engage With
Source: http://www.mediabistro.com/alltwitter/twitter-marketing-cheat-sheet_b54354

16. An Overview of Twitter:
When to Schedule Posts
Source: http://www.mediabistro.com/alltwitter/twitter-marketing-cheat-sheet_b54354

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. 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. How Users Use LinkedIn
Networking
Association with
groups
Information
about companies,
groups, or
organizations

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