The real power of social media lies in connecting a brand with its consumers on a human level instead of a sales and commercial level. Connecting with the audience starts with content production focused on generating two-way communication and then moderating to build an active community. Here are a few ideas to consider.

• Talk with your audiences on social media instead of talking to Leave captions open-ended, ask for people’s opinions, and leave room for a response.
• Respond to all questions/comments on social media. Comments that don’t require an action can be closed with a reaction instead.
• Not all comments are good comments; be strict with spam and negativity. Repeat offenders should be removed from the page.
• Reach out to Meta to remove spam reviews from your page or report them. Leave room for authentic reviews.

These are just a few steps that can increase the value and outlook of your social media profile. Remember that every person who interacts with you is a potential conversion, brand advocate or someone of interest. Don’t lose them.

(Digital/Business Digest is a continuing series provided courtesy of the MPE Caribbean Report, which offers travel and tourism news weekly. It is published by US-based integrated marketing agency Marketplace Excellence, which has an office in Richmond Hill, Ont. www.marketplaceexcellence.com)