Every company and every professional must carry out tests on formats and content since communication is a land free from rules. Past experiences and experiments may have paved the way for models and strategies, but the results are not set in stone.
At the same time, what works today may not work next week if you also change a single bit of your message.
This is why I often do tests on social media and my blog to assess the response of my community.
From a couple of recent tests (February 2021) on LinkedIn and Facebook, I have learned a lot about Content Curation and Personal Branding.
Through countless searches, I discovered one of the most frequently asked questions keeping bloggers and companies awake at night.
Why does no one comment on my social media posts?
One of the ways to respond is Social Media Listening, that is, before writing and publishing posts on social networks as if there was no tomorrow, you must start publishing posts and then monitor the conversation generated, i.e. read comments, evaluate the quality of shares and understand what your followers think and how you can segment them based on their responses and not just on a socio-demographic basis.
Neil Patel indicates 5 reasons responsible for the lack of engagement in your posts: why they do not trigger reactions, comments, shares and likes?
- You did not investigate the true needs of your audience.
- You forget to make room for new users between adults and seniors, the new emerging audience.
- Not enough videos, at least one a week.
- Small, seemingly trivial mistakes destroy your credibility (errors in grammar, “tone of voice”, etc.).
- You “talk” too much without listening to your audience (activate Social Media Listening).
Activate a Social Media Listening Strategy and Content Curation will reveal its secrets.
Curating content to create conversations is excellent.
First: choose the news or topic that you think may be of interest to your community; second “curate the content” adding your opinion or disavowing news or asking your fans if they share what you wrote; third, publish the post and wait to see if whoever you mentioned joins the conversation.
Creating conversations for Personal Branding is also a win-win strategy. You boost your authority and positioning plus your social network obtains high-quality content.
How to do it? Debunk a myth, post a piece of breaking news that entails your readers, curate the content, publish on LinkedIn, Facebook, Medium or where you can meet your tribe, wait and see.
Unfortunately or fortunately, now and then it happens that all your efforts are thwarted by your followers’ behaviour or those you mentioned in your post.
The difference in engagement between mentioning someone in a post on social media and not doing it can be enormous. Tests proved it to me.
What happens all around the world to professionals, businesses and bloggers alike? You have just published your best post with mentions (the equivalent to inviting someone to comment) to some colleagues, experts, celebrities. Only one response and a few likes.
Catastrophe. Where did I go wrong, you wonder.
Two weeks before your post scored thousands of views, dozens of comments, some mentions and shares, whilst now all your energies failed to spark off a reaction. What happened?
Yet you mentioned authoritative professionals with a large community who post a lot of free content on social media and seem to all intents and purposes available and “accessible”.
Beyond the 5 answers suggested by Neil Patel but referring to the more general social media marketing strategy, the failure of your mentions in the post can be due to multiple causes.
Here are some of them.
Before the list of “14 Reasons Experts I Mentioned Don’t Engage With My Social Posts”, some facts to consider for your social media marketing strategy.
Some social media engagement statistics for 2021
- 91% of retail brands use two or more social media platforms.
- 71% chance that consumers would recommend a brand on social media to others.
- 33% of consumers would or maybe contact a brand’s client service through social media instead of by phone.
- 85.8% of marketers do not have a budget for influencer marketing.
- 54% of people use social media for product research.
- 80% of users would rather watch a brand video than read a blog.
14 Reasons Experts I Mentioned Don’t Engage With My Social Posts.
# 1 – Your content and the experts you mentioned are not on the same wavelength.
The people who in your opinion are not always the most suitable to comment, to answer your questions, are also the ones most interested in expressing their opinion.
You did not properly assess their audience on their social channels; you did not “listen” to their conversations and analyzed their “social” behaviour, you have not identified their primary interests browsing their website or blog. Hence mentioning them in your post could have been a good move if only you knew them thoroughly.
#2 – Your post’s topic doesn’t encourage them to react.
Maybe they think they don’t have something interesting, new, useful to communicate; a trivial comment could be harmful to their image, for their Personal Branding.
#3 – You are part of their network but have never or occasionally interacted with them.
Their Personal Branding strategy does not involve responding to every mention if it comes from outside their tribe.
Solution: Before mentioning experts who seem like “good people with a lot of time to spend commenting on other people’s posts,” mention people you interact with most often and who have already demonstrated that they can adequately comment on a multitude of topics.
In the meantime, cultivate relations with professionals that you will decide to mention afterwards; their trust in your reputation will increase and most likely they will interact with your content.
# 4 – Your authority and reputation go before you everywhere.
Whoever you mentioned believed that if your tribe is not large enough (a few thousand, tens of thousands or hundreds of thousands of followers depending on the social channel) then you are just trying to gain the “15 minutes of fame” by mentioning famous or authoritative VIPs.
Solution. Refer to the previous point. When you are a nobody, a No one worth mentioning, try to become somebody by making yourself helpful, share relevant content for professionals you’d like to invite as “commentators”.
That’s why Personal Branding needs Content Curation, hence curate content to help your Personal Brand grow, become relevant for both your community and that being so for other influencers.
# 5 – Direct and indirect competitors are enemies.
Many professionals do not comment on posts on social channels when they belong to direct or indirect competitors; they just give a like and wait for the reactions of others, be they mentioned or not.
# 6 – Connections on social media don’t mean friendship.
On LinkedIn, you can send a connection request, always, always add a note – write what intrigues you about that person and why you want to join her network. Avoid the “Connect” button which automatically sends a cold connection request: it’s just sickening, you feel like a number on a fans list.
Or you can choose to “follow” someone, in which case no relationship begins, no conversation, you just become a number on the “unknown fan” list.
Facebook provides more or less the same options: pick “Like” on a brand page (still active on March 2021?) or a professional one or just follow it. In both cases, you are NOT forced to send notes or messages or reveal whether you know the person or you have worked together, as it used to be a LinkedIn feature in the past.
This implies that if you like a page or follow a professional, maybe something like “Your content interests me because …” would also be useful for the specialist who at least gets feedback on the exhausting work he does to give you “valuable content”.
At any rate, if you don’t strike up a conversation that you carry on regularly, don’t expect to be taken into consideration every time you mention someone to who you a complete alien.
# 7 – Personal Branding: celebrities don’t always care about their reputation.
Obviously, it should be the other way around, especially in this overcommunicative society that history schoolbooks will describe as the age that made Andy Warhol’s quote absolutely immortal. “In the future, everyone will be world-famous for 15 minutes”. For the record, the artist himself belied he ever pronounced these words.
However, mentioning celebrities such as famous people, keynote speakers, chefs, influencers, models, actors, artists, athletes, tv celebs does not always put you on their BFF list and when it happens their statements are not necessarily relevant, constructive and functional to your communication and sharing purpose.
# 8 – Experts, keynote speakers, professionals, celebrities are more susceptible to irony.
I genuinely believe that grasping the attention of a “Hollywood star” is reasonably easy.
Some bloggers employ a scheme to publish statements that sounds like a personal attack or a criticism of an entire category: it’s the controversy technique.
For your own sake, I had to mention this method recommended by some marketing and communications professionals although I don’t subscribe to that philosophy.
The controversy imbues a dull article with an enormous potential to go viral – in minutes it can cross the portal toward the Real World of printed media.
However, it is a road with potholes and uncertain consequences that I do not sell to businesses or professionals. We’d better forget that some celebrities and their agents make use of the feuds as a passport for the headlines of gossip magazines.
# 9 – Overindulge social mentions.
Some professionals miss interest in your social posts if you over mention them. Then don’t constantly mention similar personalities – tailoring your content, you will inevitably have to involve the experts in that area and not always the typical brainiac.
Sometimes they make your post more relevant, sometimes they don’t.
# 10 – Compulsive posts publishers are fulfilling their own Personal Branding strategy
Content Curators extremely active on social media and everybody working to increase the authoritativeness and trust of readers are often unconcerned in sharing knowledge.
Some of them may be keen to produce content for one-way actions.
In short: some “prominent names” solely think one has to “ask for readers attention” without offering something first.
Fortunately, as we know, what you give out is what you get back. Everything you give comes back to you somehow, always, but not everyone figures it out.
# 11 – Every professional leads a tribe.
Those you mentioned might be undrawn to sharing information, helping the reader, broadening the horizons of your community because it is not their tribe.
Although your content curation refers to an issue that concerns, let’s say, a new privacy law, you cannot be certain the important lawyer you invited will share an insight.
Chances are you get your post commented when you already built a relation that goes beyond the “follow me” or the connection request.
# 12 – Excessive attention seekers post and comment often unconsciously.
Numerous comments to your posts come from approval-seeking individuals. They tend to express their opinions on issues in or out of their personal or professional sphere.
That’s the reason why Content Curation on social media may deliver two results: appropriate, valuable comments sometimes including mentions to your profile that creates a sort of chain clearly beneficial for your brand.
On the B-side, the drawbacks of Content Curation can be brief, off-topic comments with a sarcastic tone almost polemical if not veiled insults hidden by rhetorical phrases. Or zero engagement. Be prepared for unexpected consequences.
# 13 – Your post looks amazing to you though it tastes awful.
Your post on social media isn’t sufficiently provocative, it does not draw attention, it does not release any of the three hormones outstanding storytellers and copywriters are familiar with: dopamine, oxytocin and endorphins.
Learn and build successful strategies to stimulate hormones, your content will gain a higher reach, more Like, more views and sharing, in two words: more engagement.
Your content will also be perceived as more human, more authentic, closer to the needs of your tribe.
# 14 – The members-only club.
Some professionals could be invited more than a hundred times a day in social media posts.
A mention is an invitation to join a conversation, make it more relevant for readers and getting more views, shares and so forth.
Identifying the proper post to comment on and responding appropriately could be a time-consuming task.
That being so some experts comment merely on posts from friends or followers with whom they interact oftentimes and leave out all the others.
Right or wrong is a choice. If you are repeatedly requested to share your insights on specific subjects not typing at least ten words is a no-win situation.
If your Personal Branding is paramount, every mention demands your attention because you don’t know what or who is behind a post.
A true story sounds like this. An unknown potential customer notices your content and sends a message: “Good morning, I saw your comment on LinkedIn and got the idea that you are exactly the person we are requesting.”
The upcoming article I’m working on reveals how “Personal Branding strengthen your professional reputation.” Remember to sign up to be notified when I post new articles.