I’ve built this audience, now what?

Kelly Koeppel is the founder of k2forma, a full service creative agency founded in 2007.

Kelly Koeppel is the founder of k2forma, a full service creative agency founded in 2007.

Social Media is a powerful platform for connecting with your audience and potential customers. Building an audience is only half the battle. Now how do you engage them?

One thing that turns me off is when those who I follow on Twitter just retweet content, but never post anything of their own. Creating compelling and original content is essential to engaging your audience. Writing original blog posts for your web site and pushing that content out through social media takes care of two birds with one stone.

It’s important to make sure you are updating your content regularly and with a healthy mix of types of content; social shares, calls to action, original articles, etc. Long gaps between posts can cause your audience to lose interest. Similarly, posting the same thing all the time will have the same effect. Keep the 4-1-1 rule in mind; for every one self-serving tweet, post, or update, a brand should share four new pieces of content and one re-share.

Another way to engage your audience is through participatory campaigns such as contests and takeovers. I love to see when a brand hands the reins of their Instagram account over to a brand ambassador in a ‘Takeover’. Having a loyal brand advocate post images for a week on behalf of the brand can be a fun way to get a fresh perspective on that brand, and it’s a great way to engage and build your audience. Contests are always a great way to engage your audience and get them involved in your campaign, the more creative, the better!

Building a loyal following on social media is no easy task. But once you have done this, you can really start to have fun with engagement. Listen to and look at what everyone else is doing, then do your best to be different. Keep it fun and keep it human!

Kelly Koeppel is the founder of k2forma, a full service creative agency founded in 2007. We partner with global brands to develop unique promotions and marketing campaigns. We work smart, we tell stories, and we solve problems. Find k2forma online at www.k2forma.com