Engage: Creating your online community

In my other day job, I spend a lot of time on social media for my clients. We're busy working to create social media content that fits in line with their brand and their voice. But a big part of my time is spent explaining to my clients that numbers don't equal engagement. That means it doesn't matter how many likes or followers you have if you aren't engaging with them or they aren't engaging with you. The relationship is key and you've got to get savvy about how to make that relationship work online. Here's the formula we follow and have held true to for almost a decade ... because it works:

• Create social media content that gets your followers talking.

• Respond to those comments to keep the conversation going

• Move over to DMs when the conversation gets to a more involved conversation.

• Offer your sincere areas of assistance and follow up as needed.