Evaluation the social media engagement matters more than just designing a good social media marketing campaign. But when we say social media engagement, what really matters to you would differ how you measure the effectiveness. Some companies care more about Facebook likes and some care about shares. And to some business it is about the conversion rate and the actual improvement in the sales of the products and services.
No matter what the objective is, the first step is to focus on increase the visibility. Even if you have a unique brand name there might be many other social media pages with the same name. And even if there is no other social media page by the same name, unless the customers key in the name it might be difficult to get noticed. So take steps to actually get noticed. Some do this by giving some incentives and benefits to customers who like and share the page. There might be promotional campaigns to encourage customers to share your page and thus help in reaching a wider group of customers.
Keep the page interactive
Your social media pages should not be one-way communication channels. Keep the whole page interactive. Update the page regularly. Run contests and campaigns that would involve customers. This would make the page more interesting. And this would establish your brand identity.
Ratings talk volumes
Encourage customers to rate your products and services. This would be a way to show them that you really care about their opinion. And be sure to respond to the customer reviews to show them that you are always there to listen to the customer queries. This would make the customers feel acknowledged and this goes a long way in achieving customer retention. When they know that they get prompt response to their problems they would keep coming back to you.