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As you consider ways to use Social Media for your business, you may hear “social media gurus” that suggest the key to building successful relationships with your audience is to “Engage” and “Reach Out.”   This sounds like good advice, but it may leave you wondering what exactly does that mean? Therefore, we have decoded the rhetorical fluff to bring you a few practical tips that you can apply to your own Social Media Marketing strategy.

The amount of content distributed throughout  today’s leading Social Networks is unbelievable, and although its impossible to read, share, and comment on everything your audience is doing, its important to engage in as much activity as you can. Something as simple as “liking” a post or retweeting an article can be classified as engagement. If you are only using Social Media to distribute your own content and  you don’t acknowledge your audience, they will be less likely to pay attention to what you have to say. Therefore, its important to make time to browse your news feeds and Twitter streams and take action.

(1) Engage on your own page!

If you put in the time to build out your network and your fans and followers are posting on your page or mentioning you in their tweets, be sure to respond as quickly as possible. It shows that you are listening and you care what your audience has to say about you. Regardless of the size of your business, your audience will appreciate the time you take to engage on your page.

(2) Take the bad with the good.

Not all of the feedback you receive is going to be positive but the fact is, you can’t always please everyone. You may not appreciate the fact that someone is sharing his or her opinion or negative experience with the rest of your audience but you have a voice too. Be sure to respond quickly and appropriately,  address all sentiment, negative and positive, with respect, consideration, and concern.

(3) Quality over Quantity

This goes for all the content you distribute. Many people believe that it doesn’t matter what they write about as long its laced with key words, but that is just not true. Not only do search engines frown upon this tactic, your audience is not going to waste time on content that is not useful in some way. Two sentences of substances is worth more than a paragraph of fluff, so keep that in mind when you are writing blogs, posting updates, and sharing links.