engagement

Cómo gestionar tu página de empresa de Linkedin
Linkedin is an excellent social media for professionals. If you have a business and want to enhance it, you really should have a page on Linkedin. It’ll help you connect with people and other business that have your interests in common, allowing you to exchange information and opinions with them. This is to say, Linkedin offers us, amongst other things, new business opportunities an entire network of contacts to take advantage of. Within Linkedin there are professional profiles, group pages, and business pages, but in this article we’re going to focus on the business page and how to use it as a marketing tool. This type of business profile were made in order to show your business’s info, share changes, show new projects, and even offer someone a job. Once you’ve created your business page following the steps on Linkedin, go ahead and start with the most important thing: adding content. It’s not good enough to create it and just leave it. If you really want this tool to grow you business and take it to the next level, you ought  to dedicate some time and make it part of the day to day for your business. The goal here is that you yourself, or a specialized company, insures that you profile demonstrates to the world the essence of your business, your values and your philosophy. In order to do this, here’s a list of recommendations that can help you to take your first steps in the professional social media.   Planning and publishing Create a posting schedule. This lets your followers know what to expect and means they’ll come back at the same time to see what’s new. Keeping your company’s profile up to date is very important, but don’t overwhelm your followers. Linkedin users usually check in in the morning or right after work. Don’t add more than two posts a day. You can publish as you want, but posting at least once per week will keep your profile useful. Your followers will become familiar with your business. You should typically follow a schedule, but also take a proactive stance in the case that there are new events and news that didn’t make the calendar. Be sure to space your posts throughout the week and leave room for your own content. Take the time once a week to share a recent endeavor, a notable service you offer, or one of your latest projects. Focus on what your business focuses on, and demonstrate that what you do is great.   Short and interesting content Your posts should have short titles and concise and interesting content. It is not okay to copy and paste content from another site. If your audience has already read the content elsewhere, they’re not going to read yours. Try to make the subject matter unique and interesting, what you would want to read. Also, add interactivity for the user, like links, graphics, Youtube videos, and appealing images. As we imagine you know, it’s important to have these elements in order to raise your audience’s engagement and participation. A tip: videos increase sharing by 75%. The image you show Linkedin users will be your cover letter, so it should be attractive, unique, and dynamic. Set yourself apart from the rest of the competition. To be afraid to be a little risky, without losing the essence of your business. Listen to your audience Ask interesting questions about new products, services, projects, or trends in your field. Posts with questions have 50% more comments, so be sure you’re asking your audience questions, and that they’re the right ones. Give some feedback to you followers who answer the questions, and to those who share your content. If there’s a useful comment, let them know and thank them for it. In some instances, you’ll have to delete inappropriate comments in order to maintain professionalism on your page, though Linkedin isn’t as prone to this type of conduct as other non-professional social medias.   Asking a good question is complicated and sometimes doesn’t work as expected. So be sure to experiment with your audience. Try different types of questions: inspirational, informative, entertaining, emotional, or some mix. Compare the results and you’ll find the secret formula.   Careful with Hypertargeting Your content should be interesting enough that you can consume it quickly. Focus it on your target audience but be careful: don’t over-focus your posts so that you’re hypertargeting and losing other audience members. There are times you’ll want to target the audience more. For example, when your company is doing an event or a new project in a specific place. Don’t close doors on yourself.   Analyze your successes Learn to use all the analysis tools on Linkedin in order to discover which posts have been most successful. Analyze audience tendency, the type of content, the time of day, and post frequence. All this information let’s you craft a content strategy that gives the audience what they want to read, when they want to read it. Go out and get followers Strength in numbers. Share your business’s content with friends, acquaintances, and professional connections on your personal Linkedin, amplifying their reach. And if you get them to share it, even better. If you do it well, you’ll get 30% more views on your posts. Using Youtube videos double the shares, so search through that infinite catalogue and give your followers the most interesting audiovisual content. People are the life of your business. So you should involve your company’s employees. Have their professional profiles optimized, updates, and linked to your business profile. They should be proud to belong and help you get more visibility. Leave a trail to your business profile. Have links to your Linkedin in your reference sites, like a blog or website, including other social medias that you’re active on. This way, you’ll secure as much traffic as possible. Join relevant groups or even your client’s groups. Participate in discussion and jump on the opportunity to help and collaborate with others. One last push Some investment never hurt. Sponsor your most successful posts. You already know it’s good, now let the rest of the world know. The sponsorship tools Linkedin offers include detailed statistics on sponsored posts. This information will help you adjust your target and make the most of you investment. Remember, life is too short to wait for long term results. If you let yourself give this extra push to your Linkedin growth, you business will grow right alongside it.   All these tips should help you get your business’s image up on Linkedin, optimized to the max. Consider that during 2015 Linkedin was the online tool that affected the business and employment world the most. In Spain alone, 68% of the internet said they use it to search for jobs and find companies that hire their services. You can’t stay out of this scene. If you don’t have time, you can always use a company that manages social media profiles and use that to put your business on the Linkedin map forever.   Main photo: Daniel von Appen
¿Qué es y cómo aumentar el engagement en las redes sociales?
What it is engagement? It’s one of the many Anglo words which have ended up in online marketing. In this case it refers to the commitment or relationship that establishes a brand with its users or target audience and whose ultimate goal is the sale of products or services. The engagement is what makes your community be loyal to your brand after consuming your products or services. That is, the user stays with you because he wants your content, he wants to participate, and it’s interesting what you do and what you share. There is a link, a connection ... Como on, there’s a feeling. For example, imagine that one day you stay with someone who attracts you at first glance, this person takes you to dinner to a very cool place, you have not seen anything like this, everything is so cool; then this person takes you to a concert by a group you have never heard before (although you think you have some musical culture) and you love it, and so on all night long. Come on, you're waiting for the next step with enthusiasm. And so every day, not every day is just as exciting but overall you’re interested in what this person offers you. You like the story right? Then you also have to do your part. You must interact in conversation, you can say what you like or what you would improve. You are a prosumer, however this relationship has captivated you. I’m sure you’ll end up buying the offers? Well, engagement in something like that. A first action of marketing attracts users to make the first purchase but we must keep the engagement so that users continue buying. How can you get more engagement?  You have to divide your strategy to focus both on the interactions with the audience and on the actions that will improve the quality of the published content. Logically, you need to know the target audience of your brand. And I mean, really get to know them, analyse them profoundly, find out what they like, their habits and lifestyles, every single detail will help you. Talk to your community clearly, create conversations, let the debates flow freely but also take the lead and participate in them. Respond to all the questions and support their feedback. Encourage the audience to create content in which your brand is present and reshare it in your social media. A bidirectionality in the conversations creates stronger relationships and makes your brand more human. In other words, makes it seem as if there is someone behind a company whose only objective seems to be to sell. Create and post the content that is inspirational, interactive, original and authentic, that provokes reflections. Ask questions and get to know the opinions of your audience. Publish something that appeals to them, that is useful and that they would want to read. It is quite a complicated task, considering how fast the user moves on the Internet, but can be achieved with a bit of patience. Provide widgets or plugins so that the content that has cost you so much to create can be re-shared easily and hopefully becomes viral. Don't forget to analyze the most successful publications on your social networks. Track progress and evaluate results to see if what you're doing works the way you wanted it to. How can you measure engagement?t It is very difficult to measure a commitment or a feeling, but basically what we do is to calculate the rate or Engagement or Engagement Rate (ER) First we will make a summary of all interactions of social media: Facebook: Number of I like, comments and shared Twitter: Number of favorites, retweets and answers Then we calculate the formula ER 3 denominators different depending on what interests us: 1. Impressions or scope Interactions / impressions: number of times a post has been seen on twitter x 100  Interactions / reach: number of people who have seen your post on Facebook x 100  This shows us the ER according to people who have seen our publications. It’s best used in large communities, especially where you have to pay. The disadvantage is that it can only be used for accounts that we manage, that is, we will not know those of our competitors. 2. Fans or followers Interactions / facebook fans x 100 Interactions / followers on twitter x 100 It shows us the engagement generated according to our fans, so we can know them even if we don’t administer those accounts. But this way we do the conversion according to our fans, no matter if they have seen us or not. 3. weighted Interactions / impressions or scope The weighted interactions are calculated: For example in twitter (favorite number) x 1 + (number of responses) x 2 + (number of retweets) x3 / impressions or scope This formula makes no distinction based on interacting conducting the hearing, it is more accurate but more expensive. What to choose? Depends for more detailed reports 3rd, to meet the competition engagement the 2nd and 1st for routine analysis. If you want more detailed information see the great post of Martin Paz.   Conclusion To get more engagement there are many ways and certainly is not easy. Basically learn to listen, observe and talk with your audience is a good way to start creating more ties "emotional" with your community. And of course no matter the quantity but the quality of our relationships. Our users are many or few, but make them be faithful.   Main photo: Rodion Kutsaev
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