“Content is where I expect much of the real money will be made on the Internet….” – Bill Gates

It used to be that the more likes you have on Facebook, the better. That was the ultimate goal….get the likes. But what are those likes getting you? The “social” side of Social Media has been overlooked for some time. But not anymore. Engagement has now become the forefront in a list of goals to achieve.

Your fan base are your brand’s influencers. When your fans engage with a post by liking it, commenting on it, or sharing it; their followers will see that. Which, in turn, increases your virality, helping you to reach many more people than just your established fan base. Keep in mind, this is a great way to grow your numbers–since this should still be a goal for your page to increase engagement across a wider fan base–in an organic way rather than paying for advertising.

Do you know who your audience is? That’s the first step. Establish who you are talking to. Once that question is answered, you can target your posts to reach that audience. Targeting the right audience will lead to the right kind of engagement for your brand. Using that information, your posts should be entertaining and eye-catching while still telling something–a story, a view, answering a question–about your business.