3 Reasons Not To Engage On Social Media

Engage with us on social media. Engage with our blog. Engage with what we’re posting.

What does it even mean?

“Engagement” is the word of choice for digital marketers. They can’t seem to get enough of it.

All they want is for people to engage with their company’s message, with its social media posts, and with its offers. The word itself is meant to humanise marketing efforts. It also highlights the notion that companies are no longer targeting a passive market.

Customers are no longer expected to observe and potentially absorb marketing messages, and they don’t expect to either. Instead, companies encourage interaction through social media, accumulating likes and retweets as evidence of their brand’s popularity.

This kind of “engagement” can be measured. Tools like Google Analytics score your engagement levels, measuring the number of people clicking on your posts – your content – and reflecting your overall ROI (to a limited extent).

It’s impersonal

Smart marketers in any size business will, of course, know not to ignore the helpful tools that allow them to measure the number of people reading their content or see which content generates leads to their site.

Why would you?

But the approach seems so very impersonal. The word “engage” has become soulless. While it is intended to imply humans interacting with brands as other humans, in reality it is just the number of people receiving your marketing message.

For small businesses, this is great. The more people you can reach through online tactics to help market your business is not bad news.

Customers are getting wise

Particularly in B2B, but the same can be said for commercial consumers, customers are catching on to you.

Marketing blogs shrieking about “engagement” and “influence” scores are littered across the web. It’s no big secret that you want to pull us in with your mind-bending blog posts and status updates. It just adds to the picture of impersonal business.

You need to razzle dazzle ’em

But the great thing about small business is its personality. It’s so open and accessible for consumers. Customer service can be personalised because your staff probably already focus on fostering genuine relationships with your clients.

You don’t engage with them, you have a conversation with them. You listen to what they want, and provide them with what they need. If you’re really good, you’ll provide them with what they need before they knew they wanted it.

Small businesses should view online interaction as an extension of this real life conversation. Not as a list of week-on-week engagement scores.

It is important to know the difference between “engaging” with clients, and building relationships with customers. The latter will help you generate repeat business. The former is just impersonal.

Engage with this post

Let us know your opinion by engaging with us on social media. Is the word “engagement” an impersonal tag to cover otherwise unattractive-sounding marketing tactics and missing the point of real life conversation?

Or is it just part of the marketing jargon, a useful term to help us measure overall ROI?

Tweet us, catch us on Facebook, LinkedIn and Google+ to engage with this post.

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