How can companies ensure they are utilizing social media platforms to effectively connect with their target audience and drive engagement, rather than simply broadcasting messages to a passive audience?

Companies can ensure they are effectively connecting with their target audience on social media by actively engaging with their followers through responding to comments, messages, and mentions. They should also create valuable and relevant content that resonates with their audience's interests and needs. Utilizing interactive features such as polls, quizzes, and live videos can also help drive engagement and encourage two-way communication. Additionally, monitoring analytics and feedback to understand what content is performing well and adjusting strategies accordingly can help companies maintain a strong connection with their audience.