{"id":23359,"date":"2023-10-17T11:58:44","date_gmt":"2023-10-17T10:58:44","guid":{"rendered":"https:\/\/thesocialelement.agency\/?p=23359"},"modified":"2023-10-17T11:58:44","modified_gmt":"2023-10-17T10:58:44","slug":"are-you-a-host-or-a-guest-at-the-party-why-reactive-and-proactive-engagement-on-social-is-important","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/are-you-a-host-or-a-guest-at-the-party-why-reactive-and-proactive-engagement-on-social-is-important","title":{"rendered":"Are you a host or a guest at the party? Why reactive AND proactive engagement on social is important"},"content":{"rendered":"

One of the reasons I love social media is its community aspect\u2014it\u2019s a place where you can connect with others, learn new things and opinions, and ultimately have a fun time. When it comes to brands, we think of social engagement like being a party with two options to participate: as a host or a guest. Traditionally, when brands think of social engagement, they act as a host, managing their social channels and acknowledging their community, answering their questions, and solving their problems.\u00a0<\/span><\/p>\n

But brands can take a step further to maximize the potential of their community engagement, by also taking on the role of an all-star guest. This involves going wherever their community gathers\u2014usually on someone else\u2019s turf\u2014and identifying the right conversational fits to establish meaningful connections. The \u201chost approach\u201d is more reactive, while the \u201cguest approach\u201d emphasizes proactive efforts. And when used in tandem, these strategies can drive significant brand growth\u2014you just need to know how to best use each so they complement each other.<\/span><\/p>\n

Reactive engagement and why it\u2019s important.<\/b><\/h3>\n

Reactive engagement, the first level of engagement, is what most brands focus on. Typically, they direct their efforts towards their owned properties and direct (or tagged) mentions. However, this approach only scratches the surface of what engagement truly encompasses. As social platforms evolve, it\u2019s crucial for brands to look for and seize opportunities for engagement that extend beyond the obvious\u2014that\u2019s where photo tags, brand relevant hashtags, and even indirect (i.e. untagged) mentions come into play. Reactive engagement is essential for maintaining brand presence, deepening brand love, and increasing reach.\u00a0<\/span><\/p>\n

This reactive approach, while important, often falls short in meeting the expectations of today\u2019s social media users.<\/span><\/p>\n

Understanding proactive engagement<\/b><\/h3>\n

Brands that embrace proactive engagement understand that social media is not simply a broadcasting platform, but a dynamic space for dialogue and collaboration. Social platforms such as X, TikTok and even Threads offer ample opportunities for brands to proactively locate and engage with consumers\u2014it\u2019s just a matter of approaching each effectively.<\/span><\/p>\n

Unlike reactive engagement, proactive engagement is about finding key moments where brands can seamlessly take part in ongoing conversations on off-branded channels. Rather than waiting for an invitation, brands actively seek out and participate in the spaces where discussions are already in progress. Brands that do it best find moments that connect with their brand persona and interact with creators in a meaningful way. The goal is to support and empower creators rather than making it solely about your brand or sales. You can also join relevant groups, forums, or platforms where your target audience congregates, and comment on trending content outside of your owned channels.\u00a0<\/span><\/p>\n

Breaking down the three levels of proactive engagement.<\/i><\/b><\/h3>\n

We approach proactive engagement on three different levels. Brands don\u2019t need to tackle all of them simultaneously. In fact, beginning with Level 1 is the easiest way to get started.<\/span><\/p>\n

Level 1\u2014Brand-adjacent engagement:<\/span><\/i> At this level, brands actively participate in conversations related to their products or campaign subjects. You can build excitement around your brand.\u00a0<\/span><\/p>\n

Level 2\u2014Community-adjacent engagement:<\/span><\/i> Here, brands focus on connecting with their community outside of their owned channels<\/span>, particularly when engaging with super fans in content that doesn\u2019t directly mention the brand. It\u2019s essential to identify your super fans and find suitable opportunities to appreciate and support them. For instance, a snack brand could increase brand loyalty by acknowledging a parent who shares a post about packing back-to-school lunches<\/span>.<\/span><\/p>\n

Level 3\u2014Culture-adjacent engagement:<\/span><\/i> At this level, brands engage with trending content and potentially unfamiliar users. The secret to doing this successfully is finding the right types of moments that make sense for your brand persona to engage in. You can join broader conversations, creating more exposure for your brand, attracting new followers, and reaching into previously untapped market segments.<\/span><\/p>\n

I can tell you first-hand that proactive engagement has the potential to receive as much as six times more likes than mere tagged mentions. So, go forth, engage proactively\u2014in an effective way\u2014and watch your brand\u2019s growth soar both on social media and elsewhere.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

One of the reasons I love social media is its community aspect\u2014it\u2019s a place where you can connect with others, learn new things and opinions, and ultimately have a fun time. When it comes to brands, we think of social engagement like being a party with two options to participate: as a host or a…<\/p>\n","protected":false},"author":62,"featured_media":23360,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sync_status":"none","episode_type":"audio","audio_file":"","transcript_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[37,24,1567,620,31],"tags":[91,1584,1585,219],"series":[],"episode_featured_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2023\/10\/Party-sign-scaled.jpg","episode_player_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/01\/Genuine-Humans.jpg","download_link":"","player_link":"","audio_player":false,"episode_data":{"playerMode":"light","subscribeUrls":{"amazon":{"key":"amazon","url":"https:\/\/music.amazon.com\/podcasts\/3abc34c3-ff60-4a78-b347-6119461b7ed1\/GENUINE-HUMANS","label":"Amazon","class":"amazon","icon":"amazon.png"},"apple_podcasts":{"key":"apple_podcasts","url":"https:\/\/podcasts.apple.com\/gb\/podcast\/genuine-humans\/id1561811296","label":"Apple Podcasts","class":"apple_podcasts","icon":"apple-podcasts.png"},"google_podcasts":{"key":"google_podcasts","url":"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly90aGVzb2NpYWxlbGVtZW50LmFnZW5jeS9mZWVkL3BvZGNhc3Q?sa=X&ved=0CAYQrrcFahcKEwiQz-mM7dzvAhUAAAAAHQAAAAAQAQ","label":"Google Podcasts","class":"google_podcasts","icon":"google-podcasts.png"},"spotify":{"key":"spotify","url":"https:\/\/open.spotify.com\/show\/7jkfw0qeUlwrauhfy2pCGU","label":"Spotify","class":"spotify","icon":"spotify.png"},"youtube":{"key":"youtube","url":"","label":"YouTube","class":"youtube","icon":"youtube.png"}},"rssFeedUrl":"https:\/\/thesocialelement.agency\/feed\/podcast","embedCode":"

Are you a host or a guest at the party? Why reactive AND proactive engagement on social is important<\/a><\/blockquote>