Extending and Sustaining Engagement

Question X

X Question

If you are paying attention to social media’s activity peaks, you should:

Schedule posts during peak times to ensure that they're seen by users
Prioritise posts for quiet times to ensure they stand out
Avoid scheduling posts: users can ‘backread’ and find your material on their own

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X Question

On Twitter, how should you design content for maximum engagement?

Re-word until your message fits the maximum character limit (140 characters)
Limit your use of pictures and links, as Twitter is text-based
You don’t need to use your entire 140 characters quota as long as tweet is appealing

Question X

X Question

Should you use the same content for every platform?

Yes. Save time by sharing the same graphic and text through every platform
No. Tailor your content to each platform so that it appears to be a natural part of your audience’s timeline or feed
Yes. Your audience will only be active on one platform, so it’s acceptable to repeat content across networks

Question X

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Posts on social media will gain more attention through use of emotion. However, you must be careful and ethical in its use. What is an example of ethical use of emotion?

The post considers the wellbeing of individuals or communities involved in the story
The post sensationalises the story to make sure you get the most engagement
The post prioritises compelling perspectives as people are touched by human stories

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On Twitter, is it ever appropriate to repeat tweets?

No, all posts must contain completely new content
Yes, and you can expect the same level of engagement for each repetition
Yes, but sparingly, otherwise it could have a negative effect

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Who would benefit from drafting a social media calendar?

Any group that wants to strategically map their messaging, provided they have sufficient new content to do so
A small organisation that does not need to track its engagement
Very large companies working to communicate complex campaigns

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How can you be active on social media to get more engagement?

By simply posting content on your different social channels, because everything you share will automatically appear on your followers’ feeds
By being responsive and posting interesting content moderately according to a well-thought-out calendar
By sharing the same post many times because this way many people will see it and react to it

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How can you know what interests your fans more?

By making an educated guess: if you spend enough time reading all their posts then you’d know
By using the "insights" section in your pages on different social networks
By simply asking them

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How regularly should you refer to social media analytics?

Occasionally, whenever you notice a post receiving more attention than normal, to see if a prominent figure has mentioned you
Once, when checking to see what previous posts have been popular in order to draw up your first social media calendar
Regularly, as you monitor your posting schedule, making sure the content you want to be seen is reaching the audience most likely to engage with it

Question X

X Question

When scheduling posts, how many items should you post per day?

Learn what counts as too many or too few posts for each network you use, and schedule content accordingly
Post once per day, every day: consistency is the most important thing to make sure people remember you
Post three times per day, at approximately meal times to catch when your audience may be on a break or relaxing

Question X

X Question

What is true about scheduling content:

Once your content has been scheduled, you can essentially forget about it until it’s time to add new material!
Repeating the same call to action at the same time every day is the most reliable way to make sure it gets seen
Schedule posts alongside staff: make sure someone is on hand to answer when your audience starts to respond

Question X

X Question

What is the most valuable form of engagement with your content?

Click-throughs
Likes
Shares

Question X

X Question

Why would you consider making sponsored content part of your social media strategy?

You believe it is the easiest way to get your campaign noticed, in comparison to spending a long time building a network of followers
You suspect your existing followers aren’t engaging with your content, and wish to encourage them
You want to reach social media users who aren’t already part of your audience, but who have a similar profile

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What is a key advantage of using scheduling tools to manage your campaign?

You can produce and schedule a fortnight’s scheduled content in one burst, and you only need to monitor your accounts
The tools will create content for you, out of a collection of pre-set phrases, imaged and hashtags, and post automatically without your intervention
Once you’ve scheduled your posts, you won’t need to interact with your accounts or your audience as the tools can take over

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All major social networks collect data on how users interact with posts (Facebook Insights, Twitter/LinkedIn Analytics). How can this information be most valuable to you?

To get a snapshot of what posts get seen by the most people (overall reach)
To gather information over time about which content and what posting schedule results in increased engagement
All the above

Question X

X Question

Which is most efficient when using social media for recruitment?

Concise, regular, and timely posts – driving your audience to news and opportunities keeps them aware of your work
Don’t post unless you have something relevant to say: your audience will remember you even if they don’t hear from you for a while
Make sure you’re always posting things online, inactive accounts get quickly forgotten!

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What kind of sponsored content will garner the most effective return?

Calls-to-action: you are paying to reach more people because you want them to do something for you (e.g. donate time or money)
Feel-good stories: brighten someone’s day by showing them the good work you do
Policy updates: keep prospective audiences in the loop by showing them you’re an evolving organisation

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Should you limit your sponsored content to a select audience?

No. Using sponsored content is about reaching outside your current networks: do not limit your scope
No. Sponsored content is inexpensive: you may as well reach a wide audience
Yes. Define a specific target for sponsored content (age, gender, location, etc.)

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What should be the focus of your sponsored content?

A short video or high-resolution image, as this is proven to earn more engagement
A short headline and a link to your website: simple and direct, get them to notice you!
A quote from an inspirational figure to encourage people to like/follow your account

Extending and Sustaining Engagement