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Put the “social” in social media by interacting with relevant posts. This will ultimately grow your brand voice, following and loyalty with clients and customers. Do this by making business personal. Read the captions of like-minded accounts, and reply in a thoughtful, specific manner. Two successful examples are @tacobell and @moonpie.
As a public relations agency in Houston, we search #HoustonPR and engage with accounts that have posted relevant content within those search results. To calculate engagement rates on a single platform, take the total engagements across all the posts, and divide that by the total number of posts.