The leaves on the tree represent the post taking on a life of its own and expanding. The more leaves on the tree, the fuller it looks. The more a post is amplified (either through conversations or shares) the more it attracts people to continue the conversation.
Don't shy away from engaging beyond your pages; that extra-mile engagement can be incredibly beneficial and help build loyalty in your followers. Twitter is a prime example of how joining a conversation can help build relationships.
Conversations create a dialogue between the unit and its supporters, which is where engagement intensifies. While additional pictures, replies and shares steer the conversation, ultimately the focus is on what the audience wants to hear.
Having a comment strategy in place to grow conversation and reach is critical to having an engaged audience and finding social media success. This is one way social media platforms combat the ever-decreasing attention spans of users.
Before publishing, make sure replies:
- Stay on topic
- Amplify the story
- Engage supporters
- Speak using a consistent point of view. An Air Force wing page would use the collective "we," but a page for a specific person (like the CMSAF page) would post in the first person.
An audience may want to focus more on entertainment or education, and conversations should be driven in that direction. This guidance helps grow the post by expanding to include more conversations and ultimately build more connections.