The above presentation would come as a slap on the face to many “Social Media Gurus” (especially here in India). The beautiful part about this presentation is that all the points mentioned in this presentation are sheer common sense and does not comply with any ” marketing strategy template”.
I would like to quote a very famous statement made by Rene Descartes,
“Common sense is the most widely shared commodity in the world, for every man is convinced that he is well supplied with it.”
Since the days of orkut (and now Facebook, twitter, Instagram, Pinterest and many more), marketers have forced themselves to believe that ‘the money is where the audience is‘. By the way, that is not entirely incorrect. However, the very idea of a brand engaging with the audience is highly over rated & misnomered (BTW, did I say anything bad about the digital or social media agencies yet? Hell no! 🙂 )
How many times, as social media marketers, we genuinely think about the sales or business objectives of the company ahead our present marketing objectives? Often the approach used by the agencies is based on a common template which created for all the clients. This leaves little room for debate around how should the business objective be linked to the social media strategy.
It is becoming increasingly programmatic and how,
Step 1: A marketing manager creates a social media brief.
Step 2: He gives it to the agency.
Step 3: Who (the social media agency) comes up with a plan.
Step 4. Agency waits for an approval.
Step 5. The agency executes the campaign.
Step 6. The final report (with weekly, monthly likes, followers, retweets) is shared.
Step 7. Invoice reaches the client’s desk.
Step 8. Mission accomplished.
Sorry for being so dramatic. No offence to any digital or interactive agency. I think there are quite a lot of media companies with some fascinating talent who are trying their best to do great work in the space.
But lets come back to the main point.
Do brands really need to get over obsessed about the term engagement? I know most of you may not agree with me on this point, but it is practically impossible for audience to engage with so many brands. Facebook defines engagement rate as the percentage of people who saw a post that liked, shared, clicked or commented on it.
But is that engagement worth spending your precious time, money & resources?
In his article “5 Tips for a Better Facebook Brand Strategy in 2015“, Peter Stringer-Vice President, Digital Media at Boston Celtics wrote about the Facebook’s definition of audience engagement:
But the first two of those (metrics) are basically worthless. Post likes are meaningless. OK, not completely, as a post’s likes do impact its organic reach, but realistically, a like is a one-second long, one-click engagement. How valuable is that? Do you remember the last post you liked on any platform?
One of the biggest misunderstandings about Facebook likes is the assumption that once a person “likes” your page, they are going to keep coming back for more. A “like” on a page doesn’t guarantee that they will ever come back to that page and participate or even read any updates. According to an AdAge article , only one percent of fans on the biggest brand pages actually engage with the brand at all.
Most of facebook likes are just casual observers or lurkers. This leads to a one-sided conversation led by the brand, or frankly no conversation at all. One of the major reasons.
The whole idea of increasing the number of likes and treating it as a mantra for social engagement success is absolutely B*ST. I am saying this because unfortunately this is how most of the social media professionals are talking these days. Needless to say, when so many people say the same thing, clients (most of them) believe it to be true. But is it really true?
According to a research published by a Denmark firm, Komfo:
Engagement is not the only social media marketing KPI, reach & fan penetration is another critical element in this puzzle. According their findings, smaller communities perform better (see below) on Facebook both when it comes to fan reach and engagement.
You can read their complete findings here.
No wonder, social platforms, notably Facebook, are starting to shift away from the airy talk of “brand engagement” and instead offer more nuts-and-bolts ad offerings. Engagement.
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PS: opinion expressed in this post are strictly personal.