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Mastering Customer Engagement via Social Media

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Retaining customers, building customer loyalty and keeping them satisfied are some of the biggest challenges for businesses today.

Social media can greatly help increase customer engagement. Social networking sites like Instagram, Facebook, and LinkedIn continue to assist with these challenges through measurement and analytics.

Businesses can add links to their social media posts and view the clicks to gauge customer engagement. Frequent social media posting is expected, so your marketer can post a few times a day to learn what type of content is more desired and the audience enjoys it.

Social Media Tools

Giving your audience more of what they like makes sense. However, creating and posting content on social media is time-consuming. Additionally, the content you post on one social networking site may not deliver the same level of engagement on another network. Therefore, it’s wise to use scheduling apps and choose one that comes with an AI content generator.

This way, you can allocate time to post creation and schedule posts on all your networks in advance. What’s more, most scheduling apps use AI tools.

Buffer, for example, has an AI tool to rephrase your post for a specific social network. If you’re posting on X (formally Twitter), you can use the ‘rephrase for X’ to get a more succinct version of your post copy that should be more engaging and improve your conversion rate with your X followers.

AI Content

AI content tools are also found in social media networks like Facebook, so there is no excuse for not posting and improving conversations.

While it can be tempting, use your words as much as possible. Please don’t just post AI content all the time. You can get away with a reasonable volume of AI-written posts in social media posts, but mix it up with natural sentences, too. The same applies to your use of images and videos.

Images and videos are more engaging today than text, and easy-to-use AI image-creation tools are available. Content creators will use an AI video or image creation tool, so they don’t need to worry about copyright infringement laws. AI content is unique.

When it comes to using people in images and videos, you might wonder if it matters whether the photo or video depicts a natural person.

Will your audience know it’s not a real person? Most people need help to distinguish between AI-generated and human-created images or videos.


Goals are essential to succeeding with social media. Having a predefined outcome makes every task easier and quicker. Consider using the following for your social media strategy:

  • Understanding your audience – use the analytics to understand the demographics, preferences and behaviour of your audience
  • Create valuable content—share content that provides value, such as how-to guides, tips, industry news, and expert insights. Use humor, memes, videos, and engaging visuals to capture attention and entertain your audience.
  • Encourage interaction – ask questions, create polls, and encourage comments to foster interaction and feedback. Encourage customers to share their content related to your brand, such as reviews, photos, and videos. Run contests and giveaways to incentivise and share.
  • Promote two-way conversations – get feedback and share stories about your company, team and values.
  • Targeted ads – Use paid advertising to target specific audience segments and boost engagement with tailored content. Could you implement retargeting strategies to re-engage users who have previously interacted with your brand?

Final Thoughts

Social media is a valuable channel for customer engagement. While it requires a much greater time investment than email marketing, it can also deliver high value to your brand through sales, referrals, and followers.

Use AI tools to ease the workload of content generation and scheduling. Be sure to put time into creating a call to action, measuring and analysing the results.

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