Social media engagement isn’t just about chasing likes or racking up followers – it’s about building meaningful connections that drive real value for your brand. In today’s crowded digital space, success lies in sparking conversations, inspiring action, and creating content that resonates deeply with your audience.

What is social media engagement? 

Social media engagement shows how well your content is resonating with your target audience. Are they interested enough to interact with your brand – and how often? They are used to determine what is working and what needs refining, so that you can sharpen your strategy.  

You can measure the success of social media posts and campaigns using a range of metrics, such as likes, shares, saves and for video content, watch time. But not all metrics are equal. Too often, brands focus on follower numbers and post reactions (widely referred to as “vanity metrics”), which look impressive but reveal little about genuine connection or conversation. 

What should we be tracking? 

Lots of followers might look impressive, but if they are only watching but not engaging, they are not driving real value. Engagement isn’t about looking good; it is about sparking authentic conversations and inspiring genuine connections that help your business grow. 

More meaningful metrics to focus on include: 

• Shares: what content pieces does your audience deem worthy of sending to others? Possibly the most valuable indicator of your audience liking your content, shares are a strong vote of trust and brand confidence, plus they extend your reach. 

• Saves: If your content is genuinely useful, inspiring, or worth revisiting, people will save it. So next time you create a post, ask yourself, “Would someone want to keep this?” 

• Comments: A lively comments section means your audience has opinions, emotions, or ideas connected to your content. If your comment section is growing, this is indicative of your audience becoming more invested in your brand. 

• Video completion rate: This is the percentage of viewers who watch your videos to the end. Social media platforms will prioritise videos with a high completion rate, so this metric directly impacts visibility. 

If a user engages in any of these actions, it indicates that they have a genuine interest in your brand or product and may be considering making a purchase or getting in touch. 

Brands and creators are increasingly recognising the value of these metrics, and LinkedIn, for example, has become the latest platform to introduce options to save and send posts, offering a more accurate picture of what truly resonates with audiences. This marks a significant shift in determining how we create engaging content; it is no longer solely about likes and comments. Visibility is not enough. If your post receives fewer likes but more shares or saves, don’t panic; this kind of engagement shows that your content is valuable.  

Consistency Wins 

Consistency on social media is another key factor influencing engagement. 

Posting regularly using a variety of stories, videos, reels, carousels, and infographics, will produce a far more positive result than posting intensively for a short period, then going quiet. Why does this work? Consistent posting signals to algorithms that an account is a reliable content source, increasing your chances of appearing in feeds. It also gives your followers more opportunities to connect and engage, deepening trust and community. 

Building trust through engagement 

Tracking your social media engagement metrics not only helps you refine campaigns, but also provides insight into your brand health, how you compare to competitors and helps measure campaign success. Understanding what drives your audience to engage with your content helps shape a more effective, customer-focused marketing strategy.  

When creating content, aim for it to be useful and valuable. Ask yourself if someone would share this with a friend or save it until later? Don’t just chase vanity numbers that don’t reflect real impact.  

If you want to elevate your social media with content that inspires genuine engagement, get in touch with Wildwood Plus. We have years of experience in helping our clients grow their visibility and develop meaningful connections online, and we can help you turn engagement into lasting relationships. 

Contact Wildwood Plus today to discover how we can support your social media campaigns

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The process by which B2B decision-makers research and specify products has undergone a fundamental change.

Rather than using a traditional search engine query, a buyer or specifier is just as likely to start their research by asking a question of a Large Language Model (LLM), like ChatGPT, Copilot or Gemini – or if they do use a conventional search engine – actioning one of the cited links in the AI Overview at the top of the page.

This shift fundamentally defines the challenge of Generative Engine Optimisation (GEO) for B2B brands.

For companies in the B2B sector, this presents both a challenge and opportunity. Will your brand be cited as one of the definitive sources of expertise, or will it be a competitor that occupies that space? Understanding and mastering the principles of GEO is now critical for maintaining market relevance.

New Reality

Studies show that one in four B2B buyers now use Generative AI more often than conventional search when researching suppliers. For tech buyers, that number is even higher, with two-thirds relying on AI as much or more than Google or Bing for evaluation. This shift from searching to citing is going to reshape the B2B sales funnel.

When a specifier asks an LLM a question it will deliver a summarised, but also definitive answer. If your PR content isn’t the citation source, your brand will be excluded from the specifier’s initial shortlist.

GEO is fundamentally changing the way people search

Authority

To be recognised and cited as an authority by LLMs, your marketing material must be easily consumed and verified by AI. This means AI needs to see proof that others trust you. The single strongest form of proof is validation from a credible third party. For example, when your opinion or thought leadership piece is published in a respected industry journal it acts as a high-value reference point. This external validation helps the LLM distinguish genuine expertise from mere sales or marketing content. By achieving this coverage you establish a source of authority that AI can continue to reference, giving your content long-term value and influence.

Take Control

The first step in our GEO blueprint is a tailored GEO Footprint Audit. We analyse what major LLMs say when prompted with market analysis and competitor comparisons in your sector. We then create a clear, actionable roadmap to address citation gaps and ensure your owned content is structured for maximum visibility and authority. If your expertise isn’t being cited, your competitor’s will be. Don’t let the AI filter your brand out of the B2B funnel.

Don’t Let GEOFilter You Out

Contact Wildwood Plus today to schedule your GEO Audit and secure your position as an authority in your sector.

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You’ve probably heard the term ‘PR’, short for public relations, most commonly used when it comes to elaborate or amusing advertising ‘stunts’ to promote brands in public. But in reality, PR is a much broader, and sometimes sensible, approach to promoting companies through a variety of avenues.

A company of any size, large or small can reap the benefits from PR support and without the need of a huge budget.

But what is PR?

PR essentially refers to how information from a brand is strategically communicated to its audience. This involves the creation of content, tailored to their specific audience and then published on the most appropriate platforms which will cause the most effect.

However, as a broad ‘umbrella’ term, PR encompasses a range of strategies and tactics, such as media relations, content creation including press releases and case studies, social media management, crisis management and event planning. All these elements help to manage and maintain the carefully built brand persona.

Why do you need PR?

Just like people, brands also need a voice and that’s where PR comes into play. It provides the opportunity for personality, key messages and audience relationships to prosper and solidify.

The key benefits of PR are building brand awareness, understanding target audiences, promoting a positive brand image, increasing visibility, building relationships and strengthening strategic messaging.  

PR is all about telling a story and building a brand’s profile which takes time, patience and creativity – a job in itself. Brands themselves have a day job to do, but with the help and support of PR their efforts can be elevated to help maximise results and achieve those all-important ROIs.

It’s also important to remember that PR is a game of trial and error, which is why it is crucial to monitor and evaluate work. What works for some, may not work for others so it’s vital to be open and adaptable to change if something isn’t working. Practice makes perfect!

Working alongside you in every aspect, your PR team will become an extension of your company and together you’ll achieve success!

And in the words of Wildwood, it is true – you talk to us and we really will talk about you!

Trade shows account for a huge 40% of B2B marketing budgets, according to research gathered by Trade Show Labs. A significant investment, however they can be perfect platforms for business development, industry networking and positive exposure. But the bustling environment of trade shows is competitive, with numerous companies vying for the attention of attendees. So, how do you maximise your investment and ensure your company’s products, services and innovations are seen by the people that matter? Two words… public relations.

Maximising Exposure

Likely one of, if not the core goal of exhibiting at a trade show is getting as many eyes on your company booth, products and services as possible. This is what public relations (PR) agencies have been built to do for their clients, and a trade show can represent an ideal opportunity to bring one on board. So, how do they help make such an impact?

Industry trade shows and exhibitions are often a hotbed of journalists and media representatives looking to get a handle on the news of the day. PR agencies worth their salt can leverage their connections to ensure that a company story can cut through the noise and get noticed. The mechanisms vary, but for example at Wildwood Plus, we offer the entire gamut of journalist liaison for our clients; arranging executive interviews (both traditional and video), facilitating press conferences, background briefings, and ensuring that press materials reach the right people at the right time.

The reason PR agencies can do this is because of the strength of their media and industry relationships, and they recognise how these connections can significantly enhance the brand awareness and credibility of their clients. Agencies know how to pitch stories in a way that grabs journalists’ attention, making it more likely that a company will be featured in trade show coverage.

Compelling Content

Timing and content of announcements at trade shows can also make a substantial difference in their impact. Again, at Wildwood Plus we excel in crafting compelling content, ensuring it’s issued at the most opportune moments. As we’re in the unique position of not only representing regular industry exhibitors at trade shows, but also several trade shows themselves, such as Integrated Systems Europe (ISE), kbb Birmingham and Decorex, we understand the dynamics of on-site news cycles and can therefore strategise for maximum client exposure. But don’t just take our word for it…

“We’ve worked with Wildwood Plus on kbb Birmingham for over five years, and always been really impressed with their media contacts in this sector which has helped our coverage grow ten-fold since we started working together. They are a creative and professional team that come to us with new ideas and additional ways in which we can progress the show, essentially becoming a central part of our event team. We’re really looking forward to working with them again on the next event.”

– Sam Fisher, Events Director, Informa Markets (kbb Birmingham & Decorex)

Enhancing and Protecting Perception

Trade shows also offer an excellent opportunity to enhance brand perception. PR can facilitate this by helping to create a cohesive and compelling show narrative that aligns with your company’s wider business goals. The output(s) of this can take many forms, but includes everything from press kits and media outreach, through to social & digital strategies and on-site support.

By managing a company’s public image and messaging, PR agencies do their utmost to ensure the brand is portrayed in a positive light. Consistent and professional representation is also vital should unexpected issues arise during a fast-paced trade show environment. Whether it’s a technical glitch, negative press or any other unforeseen event, having experts on-hand which can swiftly and effectively mitigate potential damage and even turn a negative into a positive is worth its metaphorical weight in gold.

A Trusted Communications Partner

In the competitive landscape of trade shows, the support of a skilled and trusted PR agency can be a game-changer. From building media relationships and strategically issuing announcements, to enhancing brand presence and managing crises, the right partner can provide assurances that a company’s significant trade show investment gets the return it deserves.

If you want to enhance your company’s visibility and success at your next trade show, get in touch with Wildwood Plus today. We have over 30 years of experience representing exhibitors and exhibitions across build, design and technology shows in both Europe and North America.

My name is Leah, and I have recently completed a PR internship at Wildwood Plus and am beginning my third and final year at university, where I am studying for a BA in Journalism. I first became interested in PR when I started exploring the different career paths available through my degree, which is when I discovered Wildwood Plus and the exciting work that they do.

I was lucky enough to be offered a summer internship position at Wildwood Plus, which I started in July 2025. Over the last three months of working alongside the team, I have developed a range of skills that will be essential for my future in the industry.

During my internship, my role focused primarily in supporting the Build and Design team with the Interior Design Business (IDB) podcast. This involved writing LinkedIn blog posts to promote events and new episodes, creating engaging social media content to encourage audience interaction, and helping to grow the podcast’s presence on platforms such as Instagram and YouTube.

Seeing a live podcast recording

I particularly enjoyed being invited to live podcast recording events. The IDB podcast team took me to three live recordings in three different locations with different dynamics. My favourite recording was at Design Centre’s Focus/25 event, which took place inside the Soho Lighting showroom and had a live audience. Attending these recordings gave me insight into the professional recording process, editing decisions, and audience-focused content creation. These experiences also closely tied in with my university course subjects and will be especially useful as I produce audio content in my final year.

Diverse industry experience

In addition to podcast related work, I also supported colleagues across other departments. This included creating posts and captions for different clients, assisting with client communications, and taking on general administrative tasks. The variety of projects meant no two days were ever the same, which allowed me to gain experience across different areas of the industry and clarify the career direction I would like to pursue.

Throughout my time at Wildwood Plus, I enhanced my creativity and adaptability by tailoring content to suit different platforms and audiences. I strengthened my writing skills, deepened my understanding of SEO, and learned the importance of organisation and preparation for a fast-paced work environment. Most importantly, I built my confidence in sharing my own ideas, which allowed me to contribute meaningfully to the teams work and push myself to new levels of growth.

Looking ahead

I am incredibly grateful to the team at Wildwood Plus for their support and encouragement throughout my internship. With great delight, I can announce that I have been offered the opportunity to continue to work for Wildwood Plus whilst I finish my degree. I look forward to further developing my skills and gaining deeper, professional insights into the industry.