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What’s missing from your social-media engagement strategy?

SmartPulse — our weekly reader poll in SmartBrief on Social Media — tracks feedback from leading marketers about social-media practices and issues.

Last week’s poll question: Which form of social engagement do you worry about most?

  • Day-to-day conversations with fans — 31.82%
  • Attracting new fans — 31.25%
  • Putting existing fans to work — 21.02%
  • Soothing fans who have complaints — 15.91%

This week’s poll of 172 SmartBrief on Social Media readers was a real nail-biter — and a real insight into our readers’ priorities and concerns when it comes to social-media engagement.

I think the large number of readers who are worried about the day-to-day grind of social media speak to how difficult it can be to scale social platforms and keep the work manageable. And worrying about attracting new fans is a no-brainer.

But I was actually very surprised to find that more people aren’t looking to put their fans to work. I think this is the missing step in a lot of social-media strategies. Unless you can come up with something for you fans to do — spread the word, buy a product, test an idea, etc. — you’re just engaged in a popularity contest. Engagement is a two-way street. Make sure your customers are engaging with you just as much as you interact with them.