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What is Engagement in Social Networks?



Engagement in Social Networks

If you’ve ever been reading about the benefits of social media for a business, you’ve probably come across the term Engagement on occasion, an English word that could be translated as commitment or involvement.

The environment of Social Networks is gaining prominence in the current era. Due to the confinement situation, users consult the Social Networks of many businesses to communicate with them, so improving Engagement in Social Networks can be a competitive advantage.

In this post, we explain what Engagement in Social Networks is, how it is measured, and how you can increase it.

What is Engagement in Social Networks?
Engagement is synonymous with commitment, but what does this mean when we talk about Social Media? We could say that Engagement in Social Networks is a measure of loyalty of our audience that shows that it is a loyal follower and is committed to the brand.

In other words, a true virtual community has been created, in which a significant part of the followers interacts with the brand on a regular basis, thus contributing to the dissemination of its messages.

How to measure Engagement in Social Networks?
To obtain an Engagement metric we have to take into account the interactions of users with the publications: likes, shares, likes, etc. As not all social networks have the same type of interactions, we must apply a different formula for each network that we want to analyze.

We must also take into account that it will be a reference index to see the evolution of the strategy or to make comparisons with the competition because the truth is that the real commitment of people with the brand is something difficult to quantify. Also, there is no single consensus on the best formula to measure Engagement. There are several variations of the formula, but we are going to stick with the simplest ones.

How to Measure Engagement on Facebook
On Facebook, the interactions that can occur are reactions (‘I like it’, ‘I love it’, ‘It makes me angry’ …), sharing publications, comments, and user clicks.

A formula to measure Engagement on Facebook would be the following: (Number of reactions + number of shares + number of comments + number of clicks) / Total reach x 100

This formula can be applied to a single publication. To estimate the Engagement in a given period of time we could add the interactions of all the publications, divide this figure by the number of publications and, finally, divide the result of this by the total reach. Multiplying the result by 100, we would have a measure of Engagement for the marked period.

It should also be noted that other schools change the denominator ‘total reach’ for ‘number of followers’. In any case, the important thing is to choose a single formula and always apply the same one.

How to measure engagement on Twitter
The interactions that we must take into account on Twitter are mentions, retweets, and likes. Thus, the formula would be: (Number of mentions + number of retweets + number of likes) / Total reach x 100.

As in the previous case, if we want to calculate the Engagement of several tweets, we must first divide the sum of the interactions by the number of tweets. We will then divide this figure by the scope and multiply by 100.

How to measure Engagement on Instagram
To measure Engagement on Instagram we must take into account the number of ‘likes’ and the number of comments. As in the previous formulas, we will divide it by the Total Reach and multiply it by 100.

We can also calculate Engagement in Instagram stories. In this case, we will have to add the number of reactions to the stories and divide them by the total number of views. Then we will multiply it by 100.

Tips to Increase Engagement in Social Networks
More emotional and less informative content
. The contents that humanize the brand, make use of humor or emotions tend to achieve more Engagement.

Don’t just try to sell. Remember that you are looking to create a community. It humanizes the brand by sharing the day-to-day life of the people that make it up. For example, although many companies have now paralyzed their activity due to the health crisis caused by the coronavirus, they can take advantage of the stoppage to continue creating Engagement on Social Networks: share the decisions made, answer questions from followers, offer them some content entertainment and, ultimately, maintaining contact with the community is a way to ensure that, when the business reactivates, they have not forgotten the brand.

Share visual content. Publications with attractive visual content favor Engagement. The videos work very well in this regard.

Know your followers well. Only then will you be able to connect with them.

Interact with them. If you answer their comments, people will perceive a friendly brand and will be encouraged to interact more, thus increasing the reach of the messages.

Get where no one calls you. If you see someone talking about the brand (without mentioning it directly) you can meddle to make yourself seen and build trust. Of course, this practice is effective but very dangerous. Only an experienced Community Manager knows what conversations to get into (and what not) and how to use humor to make it a natural, but non-invasive, intervention.

Avoid repetitive messages. If people think you are a bot, you can discourage their interactions.

Post at the correct time. Post when your followers are most connected to impact more people.

Find your own style. Make your publications stand out from the rest of the brands.

Use hashtags. On Twitter and Instagram, the hashtags get a greater reach. You can also use your own hashtags: although they do not increase reach, they give personality to the brand.

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8 tips to create quality content on social networks




create quality content

Advantages of creating quality content on social networks for your company

Social networks are a meeting point between companies and customers. They allow the two parties to interact and start conversations that can be beneficial for both: users consume entertainment and/or information and brands manage to stay in the minds of their customers. But for this synergy to work, you need to create quality content on social media.

Although social networks were essential before (the number of people who use them has exceeded 3.8 billion, according to the Digital 2020 report), now they are more necessary than ever. During the situation caused by COVID-19, where interactions on the physical plane are limited, they have proven their true value by getting clients and businesses to create deeper relationships, and even becoming platforms for managing appointments and the communication of reopening or new protocols.

Social networks are, at the moment, the best virtual space to develop the company-client relationship. However, it is not enough to be present on social networks and publish anything: in order to attract new customers and retain existing ones, we need to create quality content on social networks.

Tips for creating quality content on social networks
1. Know your audience
Creating quality content on social networks involves knowing who is interested in the product or service offered by the company and adjusting the content to that profile.

The public in networks will determine two main points of the content:

The tone and the message. Professionals, young people, residents of a neighborhood, or municipality … they are diverse audiences and the language and content addressed to them must be adapted to their differences.

The chosen platform. The company must meet its audience in the social network that it is using. Each platform appeals to a demographic and will be vital to study. For example, Tik Tok is very popular with younger audiences (16-24 years old) while Twitter prevails among men between 25 and 34 years old. However, Facebook is always a safe bet: it is the most used social network and the one that encompasses a greater age range.

It is important to note that the chosen platform will also have a certain impact on the tone and the message: each social network has its codes and its language: we cannot use the same tone on Tik Tok as on LinkedIn. Facebook is the most versatile social network in this regard as well.

2. Consider the moment
The contents in social networks must adapt to the moment that your audience is living. Normally, this refers to planning and adapting the type of content according to seasonality (seasons, vacations, holidays, ephemeris…). For example, if we are a food brand, we are not going to share the best recipe to make hot chocolate in the middle of July.

During the coronavirus crisis, content must also adapt to circumstances, sharing messages that fit the situation.

3. Explore all formats and use them to your advantage
The content on each social platform has its own character: while Twitter requires short messages, on Instagram attractive photographs and the immediacy of Stories thrive.

The value of live broadcasts has been proven, particularly during the coronavirus crisis and lockdown. It is a growing format that generates interactions and transmits proximity, and that can be indicated for the launch of a new product or to answer user questions.

4. Think of content as educational
Users use the internet to find answers to their questions and solutions to their needs; and content on networks can meet this demand. It is about generating a positive customer experience, which inspires the user to make better-informed decisions.

As an example, think about the most frequent doubts that you have detected in your customers about your product or service. Then, try to solve them through attractive and light content.

5. Work the visual part
Photographs and videos on social networks are essential to attract the attention of a user who constantly receives information.

Generating a coherent and differentiated visual identity (for example, creating images with corporate colors) drives brand recognition and interactions with content on networks.

6. Associate your brand with your content
Some strategies to generate a brand identity in networks include using the company logo, creating hashtags with the name of the company, its products or services, or showing the day-to-day of the company, presenting the employees.

7. Generate interaction with followers
Creating quality content on social networks means understanding them as a meeting point with potential clients.

To make this meeting more memorable, it is vital to start a conversation with them and get them to interact with your brand content. Some strategies:

Ask users questions and invite them to respond in the comments. Asking for their opinion on a topic, product or service can be effective.

Create a user-generated content strategy. Ask them to share on their profile a photo of the way they use your product or of their visits to the store.

Use the potential of Instagram stories to interact in a simple way (take a test, a survey, or react quickly to the story …).

8. Optimize and follow the rule of trial and error
There is no definitive recipe for generating quality content or a single model that works for all companies. Therefore, it is essential to constantly measure results and be willing to try new strategies to improve them.

Some of the key metrics to measure the effectiveness of content in networks:
Engagement: includes any audience interaction with company content (number of clicks, comments, or likes).

Scope: the number of users who have viewed the company profile or generated content.

A number of followers on the profile.

If the numbers do not fit with the objectives of the company, it is a sign that it is necessary to create quality content on social networks and improving the presence of the company in networks.

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Discover the benefits of graphic design for your business




graphic design

When it comes to improving the performance of your business, first of all, corporate branding must be well defined and aimed at the target audience. However, the creation of a certain brand implies applying a graphic design strategy based on the values, together with the mission and vision of the company, among other elements. And this discipline must be applied in all sectors of the company, but especially in relation to the area of ​​marketing and communication. Thus, the design of the logo, website, creative infographics, etc., becomes essential. Due to its importance, here are detailed what are the advantages of graphic design for your company.

How to optimize your company with graphic design?
The visual perspective has always collaborated in the generation of a brand footprint in the minds of consumers. In other words, in order to make a call to action for the specific target of a certain organization, it is necessary: ​​a good product and/or service, an adequate advertising message, and effective communication resources, mediated by a graphic design of excellence and quality. Here are some tips from this discipline that could be very useful.

Design promotional material according to the personality of your brand
The design of product catalogs, their corresponding packaging, flyers and posters, and all kinds of printed advertising is included. The objective is to leave an imprint on the perception of users, with the implicit purpose of retaining customers in the short, medium, and long term.

Hire an infographic design service
The communication of information about the articles or services that are marketed must be carried out directly and by applying attractive visual patterns. Another of the available and effective resources is design infographics. This tool consists of the visual design of informative and/or diagrammatic content, in which text and illustrations are combined.

An infographic allows you to summarize in a figurative way and enhance the content marketing of your business. Indeed, it is a practical solution to generate quality and effective content. They allow a simple (but striking) understanding of the message that you want to convey instantly.

It is essential that the style of the infographic is chosen correctly, according to the segmentation of the consumer market that will assimilate the message. As a result, the infographic will have a better chance of being virtualized. And thus, a greater brand positioning and an increase in sales will be obtained.

Apply an attractive graphic design on your website
The development of new technologies has generated a new form of commercialization: e-commerce. And with just one click, you can buy, regardless of geographic location. For this reason, the creation of an online site has become an almost mandatory requirement for all companies, regardless of their size.

Graphic design, in this case, involves the typography, the logo, the illustrations, and the colors chosen for the page, among other factors. It is that it should attract the attention of users. And at the same time, produce the highest level of brand reputation. Thus, leads would be captured, which could be transformed into future clients.

In conclusion, graphic design gives your company a modern and professional image; and in line with the brand’s values. At the same time, the optimization of credibility is generated. And most importantly, this translates into an increase in the productivity of your business.

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Content Marketing: The best types for generating digital content




digital content

Content Marketing is the best digital marketing strategies to create brand branding, customer loyalty work, and improve SEO positioning of brand keywords in search engines Google.

The content strategy involves generating digital content for companies, relevant and valuable to the target audience. How? Through the generation of web content, blog content, social media content, creating videos, or usage tutorials.

Advantages of content generation and writing for companies
The writing of content for websites,  content for social networks, guides… on the most related and sought-after topics by the public of a brand, is a tool with a great capacity to attract web traffic, improving the capture of leads, potential customers, and sales.

For companies, hiring digital content writing services is a digital marketing strategy that they should consider, especially if their objectives are to increase online visibility or improve Google positioning through SEO positioning strategies.

The content strategy pursues the achievement of different objectives for companies. The most common for hiring digital content writing and content marketing services are:

Web content strategy with the aim of generating qualified web traffic.
Increase of online visibility through the improvement of organic search engine positioning (SEO Positioning) in a lasting way over time.

Lead Generation: Attracting new subscribers to be loyal through online marketing strategies such as email marketing.

Branded Content: Customer loyalty strategies.
Recommendation Marketing: Get recommendations and testimonials from users favorable to the company.

The capture of readers and conversion to potential clients.

Types of digital content for content marketing strategy
The types of digital content with the highest conversion rates are:
Writing content for blog

The Content Marketing is the best digital marketing strategies to create brand branding, customer loyalty work, and improve SEO positioning of brand keywords in search engines Google.

The blog is a very powerful tool for attracting a target audience. The objective is to attract potential clients through blog content writing. A blog is a tool that also promotes customer loyalty and, due to the possibility of sharing articles on social networks, improves the online visibility of companies.

In the content writing service for the blog, different strategies can be used to achieve specific behaviors of users such as direct purchase of products, reservation of services, collection of personal data to include in the company’s database or simply as Information medium about the news or developments of the sector related to the company.

As a content marketing company, we recommend that blog content be included in an SEO Positioning strategy. The Positioning SEO promotes the natural positioning of a website in search engines Google, so it is more likely to attract quality web traffic through the use of relevant keywords for the business.

EBooks as digital content for businesses
The eBooks for companies are a type of content marketing whose objective is to deal in depth with a relevant topic for users. As a digital content tool, it is very effective in capturing potential leads and customer loyalty.

The digital content writing service such as eBooks involves creating downloadable files in exchange for, for example, the user’s email. In this way, companies obtain personal data from customers to whom they can sell their services through other digital marketing strategies such as email marketing.

The creation of eBooks for companies is a mechanism for brand promotion as they are designed following the corporate graphic design of the brand.

The way to promote the promotion of the company eBook can be through Pop-Ups shown on the website or blog articles, within the written blog content itself, or as content for social networks. If, for example, they are promoted on social networks through a link, and the user reaches a landing page or landing page, they can have greater control over the total number of downloads.

Corporate newsletters: Email marketing
The email marketing strategy begins with a newsletter, the ideal complement to blog posts, infographics, or videos.

It is a type of direct marketing with more immediate access to users that will allow an analysis of behavior and responses to content so that in the future decisions can be made regarding the type of web content to be written.

Videos: Video marketing
The videos are the new trend of digital marketing for recruitment, retention, and increasing time users visit. They tend to position a website even better than the digital content of the blog.

Videos can have very different objectives from serving as a user guide for a product to simply entertaining users. The most profitable types of videos are:

Customer testimonials to create brand positioning.
How to or tutorial videos about products or services.
Interviews with Influencers or experts from the sector.
Internal video about the operation of the company to create ties between the brand and the user.
Videos aimed at highlighting the competitive advantages of products or services.

Corporate infographics and images
The visual content is much more striking in web content writing. Users consume images or videos better than text.

Generating content in infographic format with explanations about products, services or simply as a final conclusion of the writing of content for the blog, will facilitate the understanding of the message and, even, will encourage the consumption of web content in text mode.

Images and infographics are visual content that can be easily shared on social media. Without a doubt, if the content is to be generated on social networks, images cannot be absent.

Another option for generating digital content for companies is to create blog content but also layout it incorporate PDFs so that users can download them.

Let’s say that the purpose of the content marketing company for these content writing services is to capture leads, improve online visibility while working on brand positioning and brand image creation in the minds of potential customers.

The PDFs are positioned well in Google and allow inclusion in an optimization strategy and SEO positioning.

Webinars are tools to generate value for already loyal people through other digital content.
By combining it with videos and podcasts, long-term exposure of the brand to users is achieved and also enhances trust and credibility.

Alternative products
Content marketing agencies are guided by a fundamental rule: Everything communicates and digital content writing services must provide real value to users. 

The generation of content for social networks, blog content, web content, or even corporate content should always be based on the needs of potential customers, not on the brand.

All types of digital content can be written or texts can be written for other communication tools of companies such as:

Specific offers of products and services.
Mobile apps.
Reports on the sectors of activity.
Trends on specific sectors.
Survey results.
Corporate magazines.
Templates or roadmaps.
Informative whitepapers.
Slideshare presentations or company presentations.

Content for social networks such as TripAdvisor, forums, or directories.
As can be seen, the quality of the content marketing agency’s work lies in creating digital content writing services that communicate the brand’s discourse and values on different channels in order to attract, retain and sell.

Conclusions on Content Marketing
content marketing strategy must be considered long-term and strategically. There are many types of digital content for companies, from the generation of content for the web or content for social networks. The fundamental thing is to understand what the potential customer needs to be able to offer it through a complete digital marketing strategy, so that customer loyalty is enhanced and ends with the consumption of products or services.

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