Social Media Engagement Fundamentals for Executives

Instructor: Artem Cheprasov

Artem has a doctor of veterinary medicine degree.

This lesson goes over four principal forms of social media engagement all executives should understand the basics of. They are acknowledgement, association, amplification, and action.

Social Media Engagement

Did you know that there is more than one way by which a person can engage with you on social media? They can like, comment, share, and take action as a result of what you post on your social media account. In this lesson, we will go over the fundamental four ways by which people engage with executives (and others) on social media.

Acknowledgement & Association

Let's say that you are an executive in a small corporation. We'll say you're the Chief Marketing Officer. You've got a social media account where you clearly apply the 80/20 rule. This is where 80% of your content seeks to entertain, inform, and educate your audience while 20% of your posts promote your business, brand, or product.

Regardless of whether it's an informative or promotional post, you'll notice that not all people react the same way to your post. Some people will outright ignore it. Or, they might read the post but not react to it.

But if they do react, their reactions fall into one or more categories and one of them is known as acknowledgement. In other words, there is a basic reaction to your post. For instance, someone pressing the like button would be acknowledging your post.

While receiving acknowledgment for your post is really awesome, keep in mind that it doesn't take much to smash the like button, so you should look to see if there is a higher level of social media engagement going on.

One such higher level is called association. Association refers to a form of social media engagement that requires more effort or commitment than simple acknowledgement. In terms of engagement, this could mean taking the time to actually leave a reply as opposed to simply pressing a like button. With respect to commitment, it may mean someone follows you because they'd like to see more from you than just the one post they came across and liked.

Amplification & Action

An ever-greater association with you, your company, product, or brand occurs through amplification. Amplification refers to a highly valuable and committed form of social media engagement. So, instead of just pressing like, following or even leaving a reply, a person associates with your content so much they'll take the time to share, re-tweet, or even blog about it to their audience. This amplifies your message because it helps it spread beyond the boundaries of your own limited (even if extensive) social media audience.

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