How to entice engagement on social media


A common rule-of-thumb for social media content is 80% entertainment, 20% sales. By nature, social media is a social place for people to be entertained, inspired and informed. It can be a lucrative place to sell too, as long as you find the right balance.

So how do you entertain your followers? Keep them inspired? And informed? It’s not always easy coming up with interesting content week in and week out. One tactic I use to add some pizzazz to my posts is to delve a little deeper into what makes a business tick. For small businesses, it’s usually all about the owner/entrepreneur. They have poured their heart and soul into their business, so scratching the surface usually unearths some terrific stories. And I find that customers or social media followers love the personal approach.

It didn’t take much digging to uncover a quirky concept for Stone Bridge Wines, a Clare Valley winery owned by hard-working duo Lisa and Craig Thomson. While Lisa prefers to remain in the engine room of the business, Craig is happy to steal the limelight for a good cause. Craig’s outgoing personality and penchant for hat collecting was the perfect combination for a series of meme-style images. As you can see, followers lapped up the light-hearted posts, with one reaching nearly 2,500 people. Check out Stone Bridge Wines’ Facebook page.

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