With Facebook’s post boosting feature, it’s easier to get your posts out to more people for a small fee, however, if your content isn’t the sort of content that really drives engagement, you’ll struggle to increase the amount of comments you receive, even if you promote it to thousands.

Before thinking about promoting your posts, it’s important to think about the sort of posts you are posting. Some pieces of content seem to be better for generating discussion and ongoing engagement than others, and believe

It’s important to measure your social media marketing efforts and use metrics like post engagement, clicks and shares as well as follower growth. However, it’s even more important to look behind the metrics. What I mean here is that a like and a comment may not mean real engagement.

Before I continue, for further reading, check out my guide to social media marketing metrics and have a look at my book Conversation Is King which explains the key elements of content that generated comments and discussion.

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Building engagement is one of the key powers of a good social media marketing campaign, yet it can be one of the trickiest things to get right. It needn’t be though, as you’ll see in this article. There really is one key core element that you need to create an engaging campaign.

When I say engagement, I don’t mean meaningless likes. I don’t even mean shares. People can click like without thinking about it, based solely on the face value of the post. And shares