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The value of a comment, tweet or other social media response typically depends on the size of a business' network. A larger network means more impact and value can be gained from posts and tweets. A highly engaged network can help combat the effects of small network size by amplifying a message. Engaging content can help magnify the impact of a social media profile.
Engagement is typically earned when a company's posts either solve a problem or entertain while simultaneously respecting their followers. When a post earns a share or retweet, it becomes de-commercialized and increases in social value. If that repost happens to come from someone who is already influential in social media, the amplification of engagement only increases.
Content that’s interesting, funny, and/or emotionally charged can help drive this engagement - considering that only 20% of posts should be used as promotion, with the other 80% existing purely to provide value or entertainment. If someone does engage with a business' content, the business should be quick to respond and engage back. That should help to encourage further spreading of the company's message in the long run.
Social media can be tough to figure out, and often ROI isn't seen until a social media network becomes large enough. However, creating content that results in high engagement from users can help shortcut this path to ROI. How are you all trying to maximize engagement?