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Social Media Engagement Strategy

Sheli Cordero, President, Station 11 Consulting

Social media is a two-way street, and engagement is the key that drives success.

It’s fair to say most of us use social media as a research tool. We look up prospects and competitors; we gather information and insights. We read articles, watch trends, and keep an eye out for breaking news. But do we actively engage?

This isn’t about simply tapping the “like” button and commenting with a congratulatory message on a coworker's promotion. This is about real, relationship-building, conversational engagement.

If you’re not answering questions, responding to comments, and initiating conversation, your social media probably isn’t delivering the lead-generation results you hoped for.

It's important to consider your primary objective when developing this portion of your overall social media strategy. If your goal is to increase brand awareness, posting product and service content once or twice a day can be effective. If you want to build meaningful relationships that convert to sales, conversational engagement should be your top priority. Find a balance between posts that push your brand and content that pulls your audience into meaningful conversations while still promoting you and your brand.

Here are a few basic tips to help foster meaningful engagement:

Respond To Comments and Messages

If someone leaves a comment asking about the title search process, even if you’re not the original poster, reply with a quick "Hi Sue, great question! A thorough search is performed to ensure a clear transfer of title at the closing (free of liens, defects, etc.), and typically takes 1-2 business days to complete. I’ll give you a call with more details." This lets them know to look for your call while showing others on the thread you're responsive and available to help. If someone posts a reply before you’re able to, send a Direct Message (DM) to see if they have any additional questions.

Conduct Polls and Surveys

In Social Media Content Strategy, we discussed the benefits of using polls and surveys to gather customer insights to help form your service model, and ultimately provide better service. However, surveys don’t always have to be business-related.

Lighthearted polls with questions like, “What’s your favorite go-to closing table snack” or “Who’s your favorite to win the Super Bowl this year?” can be a fun way to gather insight and provide better service, while also making a more personal connection. Make sure to note their response in your Client/Customer Relationship Management (CRM) system, so when they arrive for their next closing, you’ll know to have a bowl of bite-size Snickers® on the table and a Miami Dolphins® mug waiting for them! (Go ‘Fins!)

Share User Content

If you want to show your audience you not only appreciate their business but also value their expertise, repost or ‘share’ their articles and content. Repost their post-closing photo or testimonials, adding your own comment: “Congratulations on another successful closing! So proud to be your title agent!”

Direct Messages (DMs)

Direct messages (DMs) are a private way to engage with your clients on social media. You can use DMs to address specific concerns, provide personalized recommendations, or offer exclusive promotions. For example, if you receive a DM asking about the types of title policies, you can respond with a detailed explanation and answer any follow-up questions they may have.

Always be authentic and don't just focus on selling your products and services; aim to create a meaningful relationship with your audience.


At Station 11, we understand that creating a successful social media strategy for your business can be overwhelming. Let us take the guesswork out of it by developing a custom-tailored online presence that grabs the attention of your target audience.

Schedule your consultation and learn more.

Let's Write Your Success Story!

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