Maximizing Engagement for Corporate Social Media Pages
Social media is used in many different ways and for many different purposes depending on the brand, platform, audience, and goal of the platform. Whether it’s a personal page, influencer page, or corporate page, we often see a common goal of increasing engagement between the brand and their audience. However, there’s no one set of rules to follow that guarantees gaining traction on social media.
As communications professionals, we must consider the type of page, the content goal, and the audience of followers to create a strategy to improve engagement. That being said, I wanted to share a few learnings we’ve gleaned from supporting company social media pages on how to use these pages to their full advantage:
- Consider the goal before formulating copy and platform placement
Social media is no longer just a way to keep tabs on your personal network. The wealth of user purposes is constantly evolving and changing, from serving as a source of entertainment, a news source or even as a search engine. In fact, about 40% of Gen Z prefer TikTok and Instagram as a search engine over Google, according to 2022 data reported by TechCrunch. Who would’ve thought an app known for short-form dance videos would serve this purpose for Gen Z?
It’s important to consider your own goals when posting content – is it to drive clicks to a specific landing page? Create awareness of a new product or business development? Boost an executive’s media presence? Your goal will inform your strategy, and help decide which platform(s) would serve the purpose best.
- Keep the conversation going after hitting “post”
Social media is a live site – there’s always new content being shared and seen by new audiences, long after hitting post. Corporate sites are no different, and it’s important to continue monitoring and interacting with your audience on published content. The world of social media is fast paced and exciting, but don’t forget about all the content that still lives on your page when focusing on new and exciting post topics. Plus, comments drive engagement, so responding and creating conversation will widen your reach.
- Analyze your own channels and results to reevaluate strategies – social media success is an ongoing process
Lastly, companies should be constantly analyzing social media results to inform their own strategies. As I mentioned before, there’s no perfect rulebook for a successful social media program. However, analyzing your own page can help you learn what kind of content your audience is enjoying, and what they’d rather ignore. It can also help support you in finding prime post times for your network, and home in on the visual media and length of posts that are most appealing to your audience.
Don’t forget that social media is constantly evolving, and you will need to repeatedly analyze the data coming out of your pages and re-evaluate. What works now, may no longer be appealing 3 months from now, or even 3 weeks from now. Learn from your social media wins and losses to inform your strategy and boost your metrics.
As you take these tips into consideration in your own corporate social media strategy, remember that channels are constantly introducing new features, and are being used in new ways, so it’s important to stay on top of trends and be alert in your strategy.
What our clients say
Ameresco
Leila Dillon, SVP, Corporate Marketing and Communications
It's clear that the Greenough Communications team has a deep understanding of the clean tech and climate transition spaces. Within the first month of working together, they were able to land interviews with The Washington Post, The New York Times and Canary Media, just to name a few! Since working together, we've seen our media coverage and quality increase significantly across the board. We value Greenough's partnership are looking forward to our continued work together.
Boston Micro Fabrication
Laura Galloway, Marketing Director
As a small marketing team, having an agency partner that feels like a true extension of my team is invaluable. The Greenough Communications team is professional, responsive and has taken the time to understand our business, putting our brand in front of the customers who matter for our growth. I’ve been very happy with our first year of partnership and look forward to future success.
Acrolinx
Mariana Just, Vice President, Marketing
We started working with Greenough Communications over a year ago, and it's been a fantastic journey. They really understand who we are at Acrolinx and what we want to say. Their ability to amplify our message in a crowded AI space has been impressive, delivering solid media results in the outlets that matter, securing the AI Breakthrough Award, and boosting our executive team's social media presence. As we continue our partnership, we're excited about expanding our reach and market presence, building upon our refreshed positioning and messaging with Greenough's expertise guiding us every step of the way.
IQE
Steven Curwood, Director of Corporate Marketing
At IQE, one of our goals is to demystify the vital role compound semiconductors play in the industry and the future of innovation. As we aim to broaden our brand's reach in the U.S. market, finding an agency that understands our technology and the intricacies of our work is crucial. Greenough Communications stood out as that agency from the start. In the short time we've worked together, they've already validated our choice with opportunities in key media, including CNBC, NPR, and the U.S. trade media that will move the needle for our brand and message. There's much ahead for us, and we're excited to have the Greenough team by our side.
Arbella Insurance
John Donohue, CEO
Our Greenough team has excelled in learning our business and our challenges and has been extremely effective in developing and executing a PR strategy that helps drive our success.
Wolters Kluwer Health
André Rebelo, Global Marketing Communications & Public Relations
Our Greenough team has been a strategic asset in sustaining targeted growth in our PR and external communications. The team really operates like an extension of our internal team, aligned and effective. They've deftly balanced the needs of multiple sub-groups' objectives and needs, getting great results in the publications our customers read.
GlobalFoundries
Laurie Kelly, Chief Communications Officer
Greenough Communications has been more than just a PR agency for us at GlobalFoundries; they've been true partners. From navigating our IPO to driving impactful education campaigns like the one leading up to the passage of the CHIPS Act, they've been instrumental in showing the world our leadership role in this new technology era. Their knack for building connections with the industry and our team, including our executives, has been impressive. Every year, we throw new challenges their way, and they keep delivering. As we move ahead together, we're excited to keep pushing the boundaries, sharpening our brand narrative, and taking our brand awareness to the next level.
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