How to Maximize Reach & Engagement on Social Media

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By: Bethany Chadwick Cordero

Social Media Day is June 30, and this is the perfect opportunity to evaluate the effectiveness of your marketing strategy in connecting with your target audience. When used correctly, social media can be one of the most powerful tools in building audiences and fostering brand loyalty. Whether you’re a seasoned social media manager or just getting started, here are some key strategies to boost engagement and leverage each platform effectively.

1. Understand Your Audience

To effectively reach people, you must first thoroughly understand your audience. Get to know who you’re speaking to on each platform and tailor your content to match their specific demographics. Consider their age, location, gender, and lifestyle.

To bring these insights to life, create personas that represent the different segments of your audience. For more information on how to create these personas, check out this valuable resource.

2. Craft Compelling Content

Creating high-quality content that aligns with your brand identity will set you apart and captivate your audience. If you’re just starting out, use tools like Canva and Adobe Express to access ready-to-use templates and graphics. Generally, aim to use your own high-quality photos and videos and minimize the use of stock imagery. While stock photos can be useful in some cases, original content is more unique to your brand and feels more personal.

Repurpose content to suit different formats and audiences. For example, turn a blog post into an infographic or a video. Similarly, a video can be edited into shorter clips or B-roll to add movement to your graphics.

Beyond visuals, writing captions that reflect your brand voice strengthens connections with your audience. Decide how you want to be perceived—friendly, formal, sophisticated, casual, etc.—and create a tone of voice guide with keywords and phrases that match your brand. Keep keywords and search terms in mind to aid with SEO (search engine optimization). This ensures you and your team produce consistent content. To get started, check out this template from Canva.

Approach your written content like a conversation with a friend, avoiding the trap of overselling. Share stories and content that resonate with your audience – because it’s about what they want/need, not what you’re trying to sell.  Authentic narratives can forge stronger connections than traditional promotional content.

3. Vary Your Content Per Platform 

Maintain consistency in your brand voice while tailoring your content to fit the unique characteristics of each platform. For instance, adopt a more casual tone and use emojis on Facebook and Instagram, while keeping a more professional tone for LinkedIn. 

In addition, consider how you can leverage platform-specific features:

  • Instagram: Utilize Stories, Reels, and IGTV to diversify your content. Use interactive features like polls and Q&As to boost engagement.
  • Facebook: Facebook Events are great for promoting upcoming activities.
  • LinkedIn: Share industry insights, professional achievements, and thought leadership content. 
  • TikTok: Participate in trending challenges and create short, engaging videos that align with popular trends.

4. Consistency is Key

Maintain a consistent posting schedule to keep your audience engaged without overwhelming them. Determine the right frequency for your audience, such as 2-3 times a week or every other day, and stick to it so people know when to expect new content.

To ensure you don’t miss a post, use scheduling tools like Canva, Sprout, or Hootsuite to plan and schedule your posts in advance. These tools often include built-in AI to help with spell-checking, rewriting captions, and finding the optimal times to post on each channel, maximizing your reach.

5. Engage with Your Community

Engaging with your community is essential for effective social media management. Dedicate weekly time to respond to comments, questions, and messages, demonstrating that you value your followers’ input. Additionally, make a list of organizations or brands you currently work with or hope to collaborate with and interact with their content. This helps build relationships and strengthens your brand’s presence within your sector and community.

6. Analyze and Adjust

At PTE, we prioritize tracking metrics to understand what works and refine our strategies accordingly. Use the analytics tools available on each platform to monitor your performance. Focus on metrics like engagement rate, impressions, likes, reach, and follower growth to gauge how your audience is responding to your content. Watch this video by PTE Founder and President Samantha Scott, APR for deeper insights on gathering meaningful data and utilizing it effectively.


Social Media Day is a great opportunity to reflect on your social media strategy and find new ways to engage with your audience. By understanding your audience, crafting compelling content, leveraging platform-specific features, staying consistent, engaging with your community, and analyzing performance, you can boost your engagement and create stronger connections with your audience.

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