Many companies get one very basic thing wrong about social media engagement.

The average entrepreneur thinks of engagement in terms of unique interactions. A post that gets a lot of shares and likes doesn’t really attract the audience. It is only when there is a long term relationship that you really start to get involved.

Think of it as a real life commitment. Keep in mind that every interaction is an appointment with your clients. You tell them what it’s about and they tell you what they like and don’t like.

After seeing each other for a while, you are ready to move on to the next step. Customers now suppose to view engaging content. When you post to their media channels, they are loyally bound to interact with them. You are now engaged.

Don’t ask what your customers can do for you

The path to the heart of any customer is through value-oriented engagement. Don’t think of ways you can benefit from your followers and fans. Instead, think about how you can help them.

Try to build trust in your brand through engagement. You will never generate really engaging content if your audience doesn’t feel like you are contributing to their lives.

What does that mean in practice? Well, for starters, it means re-committing. If your bosses have questions, answer them openly.

Make sure you are always quick to address complaints and concerns when they are publicly raised.

Believe it or not, social media has been people’s first choice for customer service since at least 2016. In a way, they are people who take advantage of the public nature of the platform. Regardless, you should view each instance of customer service as a double chance.

You can address a customer’s concern while building good faith with that customer and anyone else who sees the interaction. Customer service interactions are an absolute goldmine for engagement.

Three ways to start making a real commitment

There are countless tips, tricks, and inside information on how to improve social media engagement. Try some of these tried and true approaches to drive authentic engagement.

1 take the first step

Someone has to start the conversation on the first date. As a business, that responsibility falls on your shoulders.

There are many things you can provide that your potential customers want. Informational articles and blog posts are two simple ideas. Remember that it is about generating value for them.

Don’t try to promote a product on the first date. That comes later. First, show them that you care about who they are and what they want.

2. Listen more than you talk

If your relationship is going to last, you will have to listen.

Don’t guess at the wants and needs of your customers. If you try hard, all the information is available with a little research.

Look at social media and website analytics. Define your audience demographics and see what competitors are up to. You must first know who you are talking to.

Once you know who she’s dating, you can start listening. Look at their posts on social media. What do they want, what kinds of things are they dissatisfied with? Use this information to design your engagement strategy.

3. Be relevant and current

Don’t be afraid to have a say in current events. If you want an answer, you need to talk about things that are relevant to your audience.

Be careful though, this requires a delicate approach and a good pulse reading of your clients.

Really start committing

This is just the tip of the iceberg when it comes to social media engagement. As stated above, there are enough tips on this to fill a sizeable library. However, not all tips will work for all businesses.

Start by finding out who your customers really are and putting yourself in their shoes. Then start working to deliver more value through your social media engagement.