I stepped into my office this morning, began going through my morning routine — checking emails, looking at online reviews, etc. — and did a quick check on our social media pages for any engagement. We had a few shares and retweets of some of our content. So I quickly replied, as I always do, with a quick thank you.

I then moved on. But then I came back to it later in the day, and noticed a few of the people I thanked favorited and retweeted my quick response. This got me thinking a little more about social conversation and why it’s important.

It’s easy to get wrapped up in your work for the day and breeze through your morning routine in a quick millisecond. But one thing you don’t want to breeze by is your social conversations.

Social conversation can lead to an increase in sales and ROI, which is why we are here. Therefore, social conversation is very important.

Social conversation, or social engagement, as some call it, can be broken down into two steps.

The first step is what we call social listening. This is just as it sounds, which is listening in on social conversations that are happening about your brand or company, or even just the market you are in. Obviously there is a lot of noise and clutter on social media, so it can be difficult to find the conversations about your brand. But there are plenty of tools available that can help you find these conversations.

Once you find them, listen in and see what people are saying. Take notes. Maybe people are making suggestions as how to improve your brand. It’s not only giving you the ability to engage in social conversations, but it will teach you more about your target audience.

And this inevitably leads to the next and final step, which is joining the conversation. For many, it’s a terrifying strategy knowing that you are engaging with real people. But if you found the right conversations, you should be conversing in 2-way communication with people who are genuinely interested in your brand. Which means they want to engage in communication with you.

Keep in mind, you want a healthy conversation that is geared around your brand. Don’t allow the conversation to steer in a different direction.

This should become a part of your daily routine, and again, it’s something that you shouldn’t just blow through in a quick minute. Take the time to listen and engage, and if you do, you should see a positive increase in your social media activity.