Very good question @Gabriela Molina .
To improve the engagement in your community, you need to publish attractive content. There are some rules that help you to have a high-quality and engaging contents in your community.
- Discussions shouldn't be boring, and they should sound like they are really coming from a human being. Remember, people in all communities like to feel that they are talking to other real people, not bot users.
- Discussion shouldn't be oriented. Discussion like "what is the coolest thing about our product" just sound fake. It is forcing your community members just to mention the positive points about your product. It is not giving them the freedom to actually share their feedback, bad or good. Your discussions shouldn't sound like a self-praise. No wonder if you get zero responses from the real member of the community for these types of discussions.
- If you have many of these types of discussion that no one is responding to, then other community members won't respond either. It is a chicken and egg situation. Your community members would be like: "If no one has responded, why should I respond then? I am not getting any values out of this conversation anyways."
So, talk in a way that real people talk. It might sound very basic, but this is something that is forgotten often. Here are the rules you need to follow when you are posting something in the community for your members:
- Make sure your discussion are posted by specific persons or profile accounts, not the brand accounts.The more familiar the person who is posting the discussion, the more likely to get responses from the community members. It means that if you are a community manager, it is very important that you, as an individual, participate in your own community. Because people like to respond to actual people and human beings. If you create the sense of individuality for your account, more response you will get when you share something in the community.
- Title should be simple, clear, understandable, and engaging.
Very long, serious, and technical titles are less likely to attract people. If you really want an answer, then you should "ask" a question. The subject lines with the question formatting usually get more responses than any other types.
There are different types of the question you can ask:
- Open questions: "What do you think about X?" This type of question people are more hesitant to give a response, because they don't know where to start from, how long the answer should be, what kind of format they should follow, ...
- Closed questions: "Do you thing that X is Y?" These types of question get more responses because they are easier to answer.
- Specific question: "How much do yo spend on X?" These questions are looking for specific numerical values or specific word answers, something which is really simple to answer. These types of questions bring back people to the community, because people want to compare their own answers with other's.
- Hypothetical question: "What would you do if X happens?" This is the best type of question that receives lots of participation from community members. It it fun and interesting fo the people to answer and to read other's answers.
- The content of the message should be something that people really care about or like to discuss.
- Keep the number of replied high. More replies you have on a discussion, more replies you are going to get later on. So, if your team member posts something in the community, make sure that you are replying to the post as soon as possible.
- Frequency of posts should be compatible with the number of members. Number of the posts should be compatible with the number of the users in the community. If you do not have that much members in the community, but you have many posts in the community, then you are doing something very wrong. Every time you have more members, you should post more contents comparing to before as well.
If anyone has an experience on how to post engaging content in the community, please share your knowledge here :)