With the limited time small business owners have to spend on social media marketing, it’s easy to skip engagement. But don’t neglect to like posts, leave comments, and reply to messages. Even just a few minutes a day can make your accounts more impactful. Here’s an example of how Scenda used engagement to help a client make a giant leap toward their goals.
About the Client
In preparation to submit her manuscript for her book, Eleanor Roosevelt: A Voice of Change Yesterday, Today, and Tomorrow, author Ann Matzke wanted to tap into the power of social media. Using several channels, including Instagram, we started working to create awareness and position herself in the field before publication.
(By the way, I’m a newfound Eleanor Roosevelt convert. Did you know she secretly traveled to the front lines during WWII? That when FDR became president, she held her press conference where only female journalists were allowed? That directly after Pearl Harbor, she took to the airwaves to address the nation before her husband? Yeah, she was a badass.)
We started sharing cool Eleanor content and, of course, engaging with other accounts who might be interested in it.
How Scenda Used Engagement to Increase Ann’s Reach on Instagram by 343%
Every day, I scrolled, liked, messaged, shared, commented, and searched on Ann’s behalf. One day, I came across a new Instagram account – a fellow Roosevelt author! Shelby Landmark (aka @horsehistorian) was beginning to document the process of writing her book on the Roosevelt horses.
After connecting and engaging with Shelby’s content, I hatched a plan to pitch to Shelby that would help both of our blossoming accounts. In honor of Eleanor Roosevelt’s birthday, we posted a collaborative Instagram Reel. It was a hit and was shared by some of the foremost Roosevelt history organizations, including the Eleanor Roosevelt Center, the Eleanor Roosevelt National Historic Site, the Home of Franklin D. Roosevelt National Historic Site, and the Franklin D. Roosevelt Presidential Library and Museum. Shortly after, we collaborated with Shelby on another post that included a third collaborator: the Home of Franklin D. Roosevelt National Historic Site.
With the help of these posts, Ann’s Instagram reach went up 343% from the previous month, giving Ann and her upcoming book exposure to a larger, interested audience.
The Power of Social Media Engagement
A collaboration with a National Historic Site seemed like a long shot, but engagement made it possible. Remember, social media was designed to foster meaningful connections, which means you can’t just post – you also have to like, comment, and respond. You might be surprised to find that a little time spent engaging can greatly increase your reach on Instagram.
Scenda helps organizations with passion and purpose use social media to effectively deliver their meaningful messages. Visit scendasocial.com to learn about our services, and follow us on social media.
