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Keeping the Social in Social Media

Ever walked into a party or networking event where you didn’t know a soul? You grab a drink, try to strike up a conversation, maybe even throw in a joke or two, but it’s like you’re invisible. People glance past you and quickly move on. Eventually, you give up and decide to leave, but there’s no one to say goodbye to because you haven’t met anybody—no connections, no fun, no point.

That’s what social media feels like without engagement. You can post all you want, but if no one’s interacting, it’s just you shouting into the void.

Social media isn’t just about posting—it’s about connecting. 

Across my years of experience as a social media strategist in multiple industries, I’ve noticed that the foundational principles of effective digital engagement remain remarkably consistent. Engagement is always about connecting with the right audience, starting conversations, and building relationships to reach your social media goals. Whether it’s replying to comments, jumping into conversations, or hyping up your community, a solid engagement strategy is what keeps you from being that awkward person lingering by the snack table.

Let’s talk about how to make your social media presence stand out and offer what so many people are searching for – connection.

Don’t Post and Ghost

If someone takes the time to comment on your post, don’t leave them hanging! Reply within a reasonable timeframe (ideally within 24 hours). In other words—don’t post and ghost! Social media is a two-way street, and if you’re just dropping content without responding, you’re basically that friend who texts first but never answers back. Nobody likes that friend. 

Keep the conversation going! It can be as simple as a quick thank you for stopping by, or gushing about their cute dog photo. Be timely and consistent, and you’ll take advantage of the momentum as it builds.

Getting Engaged

Engagement is about more than posting and waiting for the likes and comments to roll in. It works best when you create genuine connections. Being responsive is a great way to start, but to build a thriving social media presence, you need to take it a step further. Here’s how:

Be Authentic

  • People trust other people, not brands. Be honest and transparent, not salesy and overbearing.
  • Genuine concern goes a long way. Especially when you’re talking about someone’s fur baby, your concern for their well-being helps build trust.
  • People can tell when it’s just a cash grab. If the engagement feels transactional instead of compassionate, the effectiveness is lost.

Be Socially Fit

  • Just like fitness, social media thrives on activity. If you only post and engage sporadically, you won’t see results. The key is consistent interaction.
  • The algorithm rewards activity—the more you engage, the more your content is seen.
  • Engagement breeds engagement—comment, like, and interact often to keep the momentum going.

Be a Resource Pet Parents Can Trust

  • With so much competition out there, people seek providers they can rely on
  • Trust is the new currency, so consistently provide helpful, insightful, and transparent content and responses to help your audience feel confident in your expertise and ability to deliver safe, loving care for their pets
  • Be the go-to source—answer FAQs, share industry insights, and educate your audience. Pet parents will appreciate learning something new each time they visit your content

Be a Cheerleader

  • Social media is a network, a community
  • Making the effort to support others in your online community, such as other local entities, leaders, and even competitors makes you likeable and will grow your following
  • When you engage with others, they’re more likely to engage with you, which expands your reach

Go Behind the Scenes

  • Audiences love authenticity, and showing a few real, unpolished moments of your daily operations can create deeper connection
  • Introduce your team, showcase a day in the life of a boarding or daycare dog, or give sneak peeks into upcoming promos
  • Make it personal and don’t forget to smile!

The How & Why

When users engage with your social media content, the platform will suggest related content based on their recent activity. At the same time, their friends who show similar interests will also be shown your content by the algorithm. Essentially, one person’s activity helps boost that content into their friend’s world. It’s like a ripple effect—engagement expands the reach of posts to people within a network, creating a shared discovery experience.

Final Take

Social media isn’t about being the loudest or craziest – it’s about making connections and how you interact with others in your network. When you’re authentic, active, trusted, supportive, and transparent, engagement follows naturally.

 

About the Author:
Guest Blogger Candace Collins is a social media strategist and content creator at Pet Resort Marketing powered by Nehmedia. With a background in marketing and sales, she helps pet resorts grow through organic strategies, paid ads, and community engagement. Known for her authentic, data-driven approach, Candace brings real-world insights that drive results.

Catch Candace Live in Vegas!
Heading to the Pet Boarding & Daycare Expo West in Las Vegas, May 5–8? Don’t miss Candace’s session, Paws and Posts: Harnessing the Power of Social Media for Pet Resorts, on Thursday, May 8th at 9 AM. Learn how to tell your brand story, attract local pet parents, create high-engagement content, and track the results. Join the PRM crew for expert tips, easy wins, and a few laughs along the way.