Talk More About your Baristas, Less About your Coffee

When companies come to us with concerns over low social media engagement, we immediately look for a common symptom in their social posting strategy. Instead of having a variety of categories that make up a dynamic digital story, we often find a sea of static images that look more like a company brochure than an engaging social profile. If we scroll long enough, we will eventually find a rare post celebrating an employee’s anniversary or sharing a company outing—and more often than not, this post typically has more engagement than the previous ten combined.

Why is this the case? Because no matter the platform, this is social media, and people are generally there for social reasons. They’re looking for a break, to relax, or to kill time. They like to engage with posts that evoke some kind of emotion. Images of People (and, of course, cats, dogs, hamsters, frogs, etc.) tend to trigger emotion more than images of products or links to articles.

I also believe that people like having a connection with the individuals or businesses they support. They’re interested in the company culture and the people that make up the brand. Social media is a great place to share your company’s story.