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Managing your social media channels goes beyond just publishing content to Facebook, Twitter, Instagram, or other channels consistently. In addition to publishing fresh, quality content, driving engagement is crucial to your social strategy. Driving likes, comments, or shares from followers is an obvious win, but engaging with these followers directly is the real opportunity.
In order to engage with your fans consistently (and appropriately!), all comments and messages made on social media – negative, positive, or neutral – should have a written protocol for responsive engagement. This protocol should be aligned with overall organizational practices and tone.