I don’t claim to be a social media guru.

There are plenty more qualified social media gurus out there than me, I’m sure.

But I do know a few things.

For one, I believe in showing up daily. Consistency is the key to building positive connections, no matter what channel you use.

I also believe in using each platform directly when possible (instead of automating everything) and fully (using all the features and functionality possible).

And, quite importantly, I believe in creating value with each post. Without value, people will learn to tune you out.

But there’s one other aspect of social media that often goes missing in the strategy development process, and that’s engagement.

Being social is the heart of social media. And you can’t do that solely through broadcasting.

And yet, most of us are focused on what we’ll publish next. What we’ll push out into the world.

The bottom line is this: responding to and engaging with your community will have a big impact on how they feel about your company, which will impact your bottom line.

When you miss a comment or question from your followers, people can easily feel slighted. They feel like you don’t care (but you do!).

On the flip side, people LOVE when you tag them in things or reply to their posts and comments.

When you aim to be social, not simply publish “stuff”, your social credit will go through the roof.

Engagement leads to more followers and deeper connections. And that adds a lot of money to your bottom line, both directly and through referrals.

The companies that are most successful on social media are the ones who engage with their audience the most.

Building an engagement plan into your social media strategy is the way to succeed on social media.