The Endgame Of Social Media Engagement

Many brands have relented and made the decision to have an active online presence over and above their customary website.  No doubt many are still reluctant, but have given in to the fact that social media is not the fad they thought it would be, it’s here to stay.

Organic social media engagement

The transition from traditional marketing techniques, however, hasn’t been without some challenges.  The shift in mindset to engage their audience online (as opposed to simply broadcasting) has been a fairly confusing proposition.  Although the concept of engaging and interacting with their follower base is new, most will agree that it’s an important component to adopt if they’re to actively create brand advocates.

But what is considered engagement?

In it’s purest sense, engagement is the ability to cause another person to respond. Because of the wide variety of social media platforms, a brand follower can conceivably respond using any (or a combination of) the following methods:

  • Comments – In response to a status update, tweet, or blog post.
  • Shares – Includes linking/mentioning on a blog post they wrote.
  • Likes – Includes +K’s, Kred, etc.
  • Retweets – Whether native or via a tweet button
  • Mentions – Includes Follow Fridays, etc.
  • Favorites – Anytime your tweet/update/post is faved on any platform
  • Pins/Repins – Pinterest specific of course.
  • Tags – Whenever a user is tagged on pics on any platform.
  • Hashtags – When ppl begin to adopt & share a hashtag you created.
  • Pokes – Yes, I did just put that on there.

Any of the methods above would fall under the engagement category. Target audience preferences and content type will dictate which methods of engagement work best. Whichever method the audience chooses to respond, it’s critical to acknowledge and capitalize on the opportunity to have a conversation, no matter how brief. A big mistake some brands make is to use that opportunity to deliver a sales pitch. The resulting conversation should be geared to get to know that particular person, not to brag about what the company does.

The endgame of your social media engagement should be to spark a conversation with your followers, which hopefully leads to a relationship.

The list above should afford plenty of opportunity to allow anyone an entry point for brands to spark a conversation.  So if a conversation comes about as a result of some back and forth poking, then that engagement style would have served its purpose.

What engagement activities create the best conversation opportunities for you?

The Value Of Social Media

“These days man knows the price of everything, but the value of nothing.” ~Oscar Wilde


I will be the first to admit, I’m a pretty lucky guy.  My interest in social media has allowed me to be surrounded by some of the brightest minds in the industry and as a result, inspires me to keep pace in this rapidly evolving industry.  One of the thoughts I obsess over is understanding the true value of social media.

Not so much in a numbers & statistical sense, but in a much deeper level.  After all, how does one accurately come to determine the ROI of inspiration?  Try as I might, I find it nearly impossible to attribute a meaningful statistic to the amounts of inspiration I’ve gained throughout the years.  Add to that the value of the relationships that were borne out of these interactions.  As MasterCard would say: Priceless.

In no way am I trying to devalue measurable analytics or statistics, those bits of information are valuable and necessary, too. But focusing on numbers alone, we lose sight of the multidimensional nature of social media and reap only a portion of the benefits.  It’s similar to buying the latest and greatest smartphone on the market and only using it for texting.  There’s so much more that remains untapped and the full potential of the tool is unrealized.

A situation arose last week in which I was one of many unwitting recipients of a bogus limited quantity offer from Southwest Airlines for 2 free tickets.  Upon clicking on the offer on Facebook, it was clear that the offer was not legitimate.  I noticed that shortly after clicking on the link, it automatically sent out the same offer to everyone on my Facebook friends list.  It goes without saying that this raised more than just a few red flags.  After profusely explaining & apologizing to my friends for the inadvertent status update, I reached out to Southwest to let them know of what I had just experienced.  Within less than 5 minutes, I received a tweet from them acknowledging what just happened and what actions they were taking.  It was simple, yet impactful.  This is not rocket science.

Brands adopting social media successfully understand that it is a tool allowing them to really get to know their consumers.  These are brands who have figured out that the best use of social media is to give consumers a highly responsive channel to interact with their favorite brand.  The imaginative use of social media to build relationships and reach consumers as they like to be reached is at the heart of a successful brand’s new media marketing strategy.

Companies will focus less on promoting products & services, and more on how to best inspire & empower consumers.

The question of valuation is a personal one, as much of it is determined based on individual perception.  When I think of my personal choices and why I gravitate towards certain brands, I find myself looking at the intrinsic value that the brand offers.  How do they come across?  Is their main social activity pitching and promoting or are they more concerned with opening up lines of communication?  Are they talking more about the company or their consumers?

Whether we admit to it or not, we still base many of our decisions emotionally.  All else being equal, we’d still rather do business with people we like and trust.  To me, that is the value businesses should be focusing on when adopting social media.  And when it comes to quantifying emotions and perceptions, good luck with that.

What value do you place on social media?