Customers increasingly expect businesses to have a social media presence. The key however, is to not just have a presence, but to then use that presence to interact with customers. When customers engage with you, it’s important to give them an indication that you are, in fact, listening. Of course, to accomplish this, you must be paying attention in the first place. If you are, be sure to also regularly participate in those small tasks that encourage increased engagement and, as such, begin to form a relationship and/or continue an existing relationship. Showing these engagers that you are listening encourages them to continue engagement. This leads to increased organic reach for your social media content. By engaging with you, they are helping you.

Here are some best practices on how to encourage increased social media engagement on Twitter and Facebook, arguably the two most recognized platforms:

1. Twitter – Growing relevant and organic followers is a challenge. As in all social media platforms, the best connections are organic. Forget the accounts that follow you promising 5,000 Twitter followers for $25. These have no value. When you get a real live person or business that is not spamming the Twitter-verse, take a moment and thank them publicly on Twitter. Everyone likes to hear those words. By thanking them, you are communicating to them that they are valuable. In addition, aside from any inflammatory or derogatory tweets, utilize favoriting and retweeting to show your appreciation when your account is mentioned, or your content is shared.
2. Facebook – Facebook has become a tough nut to crack with the many algorithm changes that have resulted in decreased organic reach. Unless you plan to invest in sponsored posts, take advantage of every opportunity that comes your way. When customers do engage your content, be sure to always either thank them for the comment, or like their comment. This accomplishes two things: It shows the customer that you are listening. And it encourages them to continue engaging with your content. These actions will increase your content’s organic reach simply through engagement. If they share your content, that’s gold. If possible, you should then go to the shared content and, acting as your page, like their post.

This isn’t a hard concept to grasp. If you are at a party talking to someone who never talks back to you. Or if you happen to be cornered by one of those awful people who just keeps talking, without allowing you a word in response. Chances are you will eventually stop talking to them. The same applies to social media. Businesses would get better results from their social media if they were to stop simply pushing content and start interacting. It is much wiser, and pays far more in return, to listen and monitor for conversations about your business – whether through direct engagement or indirect through keyword monitoring. Be sure to respond to all engagement appropriately. By doing this, you will show your audience that they are valuable, that you appreciate them, and that you care about what they have to say. And that is the easiest way to encourage them to continue to engage with you.