social media engagement is not a strategy

ENGAGEMENT@marKWschaefer

IS NOT A STRATEGY

Social Media

Hi. I’m Mark W. SCHAEFER. An author. Blogger. Marketing consultant. College educator.

I’M HERE TODAY WITH An important MESSAGE FOR THE SOCIAL WEB.

LET ME EXPLAIN.

BACK IN THE EARLY DAYS OF THE SOCIAL WEB

BACK IN THE EARLY DAYS OF THE SOCIAL WEB

(you know, like 2007)

the leading “gurus” were actively anti-business.

“social media is not about your stupid company. It’s all about the conversation.”

-SOCIAL MEDIA GURU, 2007

“social media is not about your stupid company. It’s all about the conversation.”

-SOCIAL MEDIA GURU, 2007

NOTE THE EARLY GOOGLE GLASS PROTOTYPE

we’ve come a long way since those days

BUT…

I still hear rumblings online that “engagement is the goal.”

So I’m here today TO SAY ONCE AND FOR ALL…

ENGAGEMENT IS NOT A STRATEGY.

ENGAGEMENT IS NOT A

STRATEGY.

AM I YELLING? SORRY ABOUT THAT.

HERE’S THE TRUTH ABOUT SOCIAL MEDIA ENGAGEMENT.

ENGAGEMENT has to be tied to business objectives.

j#1

ENGAGEMENT IS A TOOL.

ONE THAT isn’t very valuable on its own

Unless it’s tied to a measurable goal.

HERE ARE SOME examples

customer acquisition

HERE ARE SOME examples

customer acquisition

new product development

here are some examples

customer acquisition

new product development

Customer service

here are some examples

customer acquisition

investment

new product development

Customer service

here are some examples

customer acquisition

brand awareness

investment

new product development

Customer service

here are some examples

jconsider thOSE before

you start making cat memes for your

corporate facebook page.

Engagement by itself is not an indicator of success.

j#2

let’s look at apple.

$104,300,000,000 brand VALUE

http://www.forbes.com/powerful-brands/list/

that makes them the most valuable brand in the history of the world.

http://www.forbes.com/powerful-brands/list/

and yet…

beyond a tumblr page for the iphone5c

isee5c.tumblr.com

which is more of a cool, interactive ad than a social site

isee5c.tumblr.com

APPLE HAS IGNORED SOCIAL MEDIA.

https://twitter.com/apple

THEIR TWITTER PROFILE STILL HAS A BIG FAT GOOSE EGG.

AND THEIR FACEBOOK PAGE HAS 12 MILLION LIKES.

https://www.facebook.com/pages/Apple-Inc/137947732957611

but zero posts.

https://www.facebook.com/pages/Apple-Inc/137947732957611

THEY have no social media engagement.

$104,300,000,000

http://www.forbes.com/powerful-brands/list/

BUT THEY HAVE THIS.

Engagement isn’t necessarily an indicator of financial success.

Engagement comes at a cost.

j#3

What happens when your focus is driving engagement?

If you’re not careful, you could literally talk yourself broke.

Here’s an example of what i mean.

http://www.businessesgrow.com/2014/01/06/content-shock/

I wrote a blog post recently that had hundreds of comments.

ENGAGING AT THIS LEVEL CAN BE A FULL TIME JOB.

http://www.businessesgrow.com/2014/01/06/content-shock/

If I pumped up this level of engagement all the time

I wouldn’t have time for consulting & teaching

And that’s what feeds my family.

ENGAGEMENT IS JUST LIKE ANY OTHER BUSINESS ACTIVITY.

IT takes time

and resources

SO WHEN IT COMES TO DECIDING HOW MUCH you’ll SPEND ENGAGING

You’ll have to find a balance to optimize results for your business.

OK let’s RECAP

ENGAGEMENTIS NOT A STRATEGY

Social Media

j ENGAGEMENT HAS TO BE TIED TO MEASURABLE BUSINESS OBJECTIVES.#1

3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT

j ENGAGEMENT HAS TO BE TIED TO MEASURABLE BUSINESS OBJECTIVES.

j#2 ENGAGEMENT ISN’T NECESSARILY AN INDICATOR OF FINANCIAL SUCCESS.

#1

3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT

j ENGAGEMENT HAS TO BE TIED TO MEASURABLE BUSINESS OBJECTIVES.

j#2 ENGAGEMENT ISN’T NECESSARILY AN INDICATOR OF FINANCIAL SUCCESS.

#1

3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT

j#3 ENGAGEMENT COMES AT A COST. THE KEY IS FINDING A BALANCE WITH YOUR TIME AND RESOURCES.

Here’s the bottom line.

Engagement is not STRATEGY.

Engagement is not STRATEGY. IT’S A TACTIC.

ONE THAT SUPPORTS YOUR BIGGER MARKETING STRATEGY.

determining how it will help you reach your business goals will be the key to success.

NEED MORE SOCIAL MEDIA ADVICE?

Are you ready for even more amazing ideas to help you engage with your audience the right way? You can find them in my book, Social Media Explained.

Buy the book!

Buy it here on Amazon.

Content by @markwschaefer Design by @sarahsmason

businessesgrow.com/blog uncommonlysocial.com/ services/presentation-design

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