social Micro-engagements
Beyond traditional social optimization techniques, I have developed a community management technique I call micro-engagements. As related to the Visionary Drum post, here is one method I use that functions as a high touch community management technique.
Since I received many more likes on the pizza post than median engagement numbers, I was garnering attention from a lot of people who did not follow Visionary Drum’s Instagram. I wanted to engage this audience to further my reach, encourage them to follow the page, and to ultimately boost sales. I accomplished this through the following:
Go through the list of people who liked the post.
Click over to their Instagram page and liked a few of their drumming related posts.
Identify influencers from this cohort, based on optimum follower-to-following ratio and solid engagement numbers on their page.
Message the influencers to start a dialog. This is time-intensive, but it often has big results for both engagement and sales. I use a message template where I add in their name and (typically) a small personal bit about their feed. For example, I might send, “Hey Vic. Thanks for the likes and support. I really love your vintage Ludwig Vistalite drums. They look great! If you ever have any questions about our products, don’t hesitate to reach out. We’re always here to help. Feel free to DM us any time. We appreciate you!”.
While this technique is impractical for large corporations, I think this technique can be employed in new ways that would improve any company’s understanding of its consumers and boost engagement with those customers.
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