Academy of Management

By Daniel Butcher

To expand the reach of your social-media footprint, you need to attract more followers. But it’s trickier to encourage people to share, repost, or comment. Some types of content are more likely to get people to click the follow button, other types drive engagement better.

Academy of Management Scholar Tim Pollock of the University of Tennessee, Knoxville said that gaining followers and getting them to actually engage with you are two different things, and they require different levels of commitment by the follower.

“If you’re scrolling on Instagram and see something that looks interesting, you think, ‘Here’s a cool picture—I’m gonna hit follow,’” Pollock said.

“That doesn’t take a whole lot of commitment, but to look at their other posts, to comment on their piece, perhaps, if you get a reply, to reply to the influencer’s reply, those kinds of things—that’s a much higher level of engagement,” he said.

“To share to your site or repost to your followers, those are higher levels of engagement and commitment, and they’re influenced by different things, because we’re looking at both the images and the words that were used in the influencer’s post.”

Pollock’s research on this topic focused on fitness influencers. He and Ashley Roccapriore of Auburn University found that the images, particularly those conveying “competence,” attracted more followers than the positive emotional nature of the words that they used. Positive emotional words, however, were more effective at stimulating greater engagement. That said, you don’t want to come off as braggy and self-absorbed if the goal is getting shares and comments.

“Positive emotion in your words that focus on other people are more effective than just having it be all about yourself and how great you are and how much you know,” Pollock said.

“Rather than crowing about hitting your new PR [personal record] in the deadlift or whatever, it stimulates more engagement when you show warmth by praising others for hitting their goals or telling them what they can accomplish,” he said. “This is what stimulates higher-level engagement and gets them to repost or comment on your posts.

“So, images and words, and the competence and warmth they convey, function in different ways—we process them differently and they they stimulate different levels of engagement.”

Author

  • Daniel Butcher is a writer and the Managing Editor of AOM Today at the Academy of Management (AOM). Previously, he was a writer and the Finance Editor for Strategic Finance magazine and Management Accounting Quarterly, a scholarly journal, at the Institute of Management Accountants (IMA). Prior to that, he worked as a writer/editor at The Financial Times, including daily FT sister publications Ignites and FundFire, Crain Communications’s InvestmentNews and Crain’s Wealth, eFinancialCareers, and Arizent’s Financial Planning, Re:Invent|Wealth, On Wall Street, Bank Investment Consultant, and Money Management Executive. He earned his bachelor’s degree from the University of Colorado Boulder and his master’s degree from New York University. You can reach him at dbutcher@aom.org or via LinkedIn.

    View all posts
Click here for sharing