As social media practitioners, we’re often searching for engagement on our platforms related to our products, services and overall brand. We sometimes are desperate for engagement that is user-generated content, appropriate to share and more importantly, able to respond. This session will focus on how through the application of the Theory/Law of Reciprocity allows brands on social media to be able to influence and increase engagement through interacting with followers and relevant content with the brand. Additionally, the session will showcase the ways University Housing and Dining at the University of Texas at Austin applies the law of reciprocity to create a shift from negative messages to positive messages around the brand.