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Hello? Is anyone there?

That is what your customers feel when you post something….and then completely ghost them. 

Social media is no longer a digital bulletin board. It is a two-way street, where conversations drive connection and results. Yet, many brands still post and disappear, treating social media as a one-sided effort. This lack of engagement can create distance between a brand and its audience. As social media strategists, we play a crucial role in building trust and fostering a community.

What exactly are two-way conversations? At first, the concept may sound very simple and self-explanatory, but true engagement involves more than just replying to a comment. It’s about actively listening, opening up a safe space for feedback, and consistently showing up for your community. 

 

Why Two-Way Conversations Matter More Than Ever

Over the years, marketing has evolved a tremendous amount. We have developed from traditional marketing to digital marketing and then social media marketing. If you are a marketer or even know the slightest bit about marketing, you understand all the different things that have to go into it. Speaking specifically about social media marketing, two-way conversations are one of those key components that you cannot succeed without. Some may wonder if this just means having a conversation with a customer. However, it is much more than that. Whether it’s responding to DMs or commenting on posts, it all matters. 

 

Characteristics of Effective Two-Way Conversations

Timely Responses: 

When your audience reaches out to you, they don’t want to be left waiting 5-6 business days for a response from you. “92% of service professionals emphasize that nurturing customer relationships is becoming increasingly important.” Timely responses are vital, whether it be a comment or a DM. This shows your audience that, aside from everything else you have going on, you still care about what they have to say. 

Authenticity: 

As humans, we seek human connection– it’s built into our nature. 82% of U.S. consumers state they want more human interaction in the future. When your audience reaches out to you, they want a genuine, human response. Every interaction is a chance to build or strengthen a connection with your customer. 

Encouraging Feedback: 

Feedback is a marketer’s daily companion. It is the way we know what we’re doing well and what needs work. Some companies are scared to open up a space for feedback due to fear of rejection. However, you need to allow feedback, no matter if it’s good or bad. You will create a sense of trust and openness with your audience. 

Active Listening: 

A key part of receiving feedback is actively listening to every point the customer is making. You should acknowledge the issue and show empathy. Offer a clear solution and go beyond the immediate solution to ensure that all issues are resolved. “By implementing effective active listening strategies and utilizing social listening tools, you can enhance your brand’s reputation, increase user engagement and promote user retention and loyalty.” 

 

Real World Examples

A true example of two-way conversations that I have seen recently has been on TikTok. There had been a trend going around. Some call it the “how many likes” trend. Where the creator asks someone, “How many likes for (request)?” They could be asking someone they personally know, or sometimes they directly ask the brand. Usually, they’ll ask that the brand comment on the post and require a certain number of likes. 

As I looked at videos of the trend, I saw a couple of brands that were actively responding. On the other hand, some other brands didn’t even make a peep. Sometimes I saw brands comment when they weren’t even tagged or a part of the video. This is smart on their part because even if they weren’t involved, now they are. They are showing their audience that they enjoy being involved in trends like this. 

 

Final Thoughts

Two-way conversations are not optional. They are a must-have for brands that want to stay relevant and trusted on digital platforms. I believe that there are brands or social media marketers that overthink it. Honestly, it’s not as complicated as it seems. All your audience is really asking from you is for you to be present and show that you care. Nowadays, people just want to have a conversation, simple as that. Especially if it is with people who share the same interests and passion. So, don’t overthink it, just connect with those who are supporting you. 

How are you showing up for your community? Has your brand seen any changes since being more active on your platforms?

 

Author Bio:

Liliana Marquez is a current student at the University of Nebraska at Kearney. She is pursuing a Bachelor of Science in Business Administration with a minor in Digital Marketing. Liliana was a 2025 intern with the National Institute for Social Media, where she had the incredible opportunity to enhance her marketing/social media skills throughout the summer.

Connect with Lili on LinkedIn!