February 3, 2020 – Community + Engagement

 

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At its best, social media is all about making connections and building communities that didn’t exist before. Today’s newsletter focuses on the practice of engaging audiences, from niche and hyper-local to national.

Weekly Read: Instagram Stories for the Soul

Helen Rosner shares a heartwarming tale of soup and Instagram for The New Yorker.
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“Engagement Specialists” Are On The Rise

A Knight Foundation survey of journalists on social media shows a commitment to help inform and improve civil conversations, leading to an expansion of the role of the “engagement specialist.” Read the full study via the Knight Foundation

Why Invest in Community Engagement?

Buffer highlights how social media now becoming a one-to-few — and often one-to-one — channel. Businesses and organizations that are succeeding on social media now are the ones providing personalized social experiences to their fans. Read more via Buffer

Get to Know Your Audience

Utilize Social Listening

Before you engage, it helps to know who you’re talking to. A case study shows how Arby’s social team uses social listening to get to know their audience before crafting content that resonates. Read more via the Social Shake Up Show

Go Niche or Go Home

Publishers are segmenting their communities to tap into even smaller communities. Case studies from Allure, Esquire, and Road & Track demonstrate engagement strategies for niche audiences. Read more via FolioMag

Memes Mean Understanding Your Audience

Memes require walking a fine line in order not to come across as “cringey.” Walking that line requires a deep knowledge of your community. Read more via Adweek

A Primer on Groups

Why You Should Start a Facebook Group

  • With groups receiving a more prominent position in users’ feed, the organic reach of brand Facebook pages inherently decreases. Read more via Business 2 Community
  • Since Facebook has started prioritizing private messaging and Groups, brands have found organic success through shifting their focus. Read more via AdWeek

How to Start a Facebook Group

Learn how to start, moderate and benchmark a community news Facebook group from GateHouse Media, which has amassed over 56,000 members among 50 groups. Read more via the Local Media Association

How to Start a LinkedIn Group

When 98% of LinkedIn users are in a least one group, it’s a valuable opportunity to engage users via your personal account in a more humanized way. Read more via Social Report

Tips for the Community Manager

Dealing with Criticism and Negativity

Social Media Today covers tips for handing both valid and undeserving negative comments online. Read more via Social Media Today

Making Your Community Feel Loved to Drive Growth

Four best practices for tracking and engaging with their community to make sure its thriving and growing. Read more from Social Media Today

Running the Show Solo

Acting as a one-person community engagement juggernaut? Read up on five productivity hacks that can help lighten the load. Read more from Social Shake Up Show

What other examples should we highlight?

If you’ve seen something that you love on social media — be it a new storytelling format, a creative initiative, or a clever way to engage your audience — send it along to be featured on this newsletter! We are always looking for more examples from the media, news and publishing world to highlight.

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