Social Media Engagement is Not a Strategy
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Mark Schaefer argues that social media engagement should not be viewed as a standalone strategy, but rather as a tool tied to measurable business objectives. He emphasizes that engagement does not necessarily equate to financial success and comes with its own costs, requiring a balance between resources and results. The document stresses that engagement is a tactic that supports broader marketing goals, rather than the primary focus of social media efforts.
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Social Media Engagement is Not a Strategy
- 1. ENGAGEMENT @marKWschaefer IS NOT A STRATEGY Social Media
- 2. Hi. I’m Mark W. SCHAEFER. An author. Blogger. Marketing consultant. College educator.
- 3. I’M HERE TODAY WITH An important MESSAGE FOR THE SOCIAL WEB.
- 5. BACK IN THE EARLY DAYS OF THE SOCIAL WEB
- 6. BACK IN THE EARLY DAYS OF THE SOCIAL WEB (you know, like 2007)
- 7. the leading “gurus” were actively anti-business.
- 8. “social media is not about your stupid company. It’s all about the conversation.” -SOCIAL MEDIA GURU, 2007
- 9. “social media is not about your stupid company. It’s all about the conversation.” -SOCIAL MEDIA GURU, 2007 NOTE THE EARLY GOOGLE GLASS PROTOTYPE
- 10. we’ve come a long way since those days
- 11. BUT…
- 12. I still hear rumblings online that “engagement is the goal.”
- 13. So I’m here today TO SAY ONCE AND FOR ALL…
- 14. ENGAGEMENT IS NOT A STRATEGY.
- 16. AM I YELLING? SORRY ABOUT THAT.
- 17. HERE’S THE TRUTH ABOUT SOCIAL MEDIA ENGAGEMENT.
- 18. ENGAGEMENT has to be tied to business objectives. j#1
- 19. ENGAGEMENT IS A TOOL.
- 20. ONE THAT isn’t very valuable on its own
- 21. Unless it’s tied to a measurable goal.
- 22. HERE ARE SOME examples
- 23. customer acquisition HERE ARE SOME examples
- 24. customer acquisition new product development here are some examples
- 25. customer acquisition new product development Customer service here are some examples
- 27. customer acquisition brand awareness investment new product development Customer service here are some examples
- 28. j consider thOSE before you start making cat memes for your corporate facebook page.
- 29. Engagement by itself is not an indicator of success. j#2
- 30. let’s look at apple.
- 32. that makes them the most valuable brand in the history of the world. http://www.forbes.com/powerful-brands/list/
- 33. and yet…
- 34. beyond a tumblr page for the iphone5c isee5c.tumblr.com
- 35. which is more of a cool, interactive ad than a social site isee5c.tumblr.com
- 36. APPLE HAS IGNORED SOCIAL MEDIA.
- 37. https://twitter.com/apple THEIR TWITTER PROFILE STILL HAS A BIG FAT GOOSE EGG.
- 38. AND THEIR FACEBOOK PAGE HAS 12 MILLION LIKES. https://www.facebook.com/pages/Apple-Inc/137947732957611
- 40. THEY have no social media engagement.
- 42. Engagement isn’t necessarily an indicator of financial success.
- 43. Engagement comes at a cost. j#3
- 44. What happens when your focus is driving engagement?
- 45. If you’re not careful, you could literally talk yourself broke.
- 46. Here’s an example of what i mean.
- 47. http://www.businessesgrow.com/2014/01/06/content-shock/ I wrote a blog post recently that had hundreds of comments.
- 48. ENGAGING AT THIS LEVEL CAN BE A FULL TIME JOB. http://www.businessesgrow.com/2014/01/06/content-shock/
- 49. If I pumped up this level of engagement all the time
- 50. I wouldn’t have time for consulting & teaching
- 51. And that’s what feeds my family.
- 52. ENGAGEMENT IS JUST LIKE ANY OTHER BUSINESS ACTIVITY.
- 53. IT takes time
- 54. and resources
- 55. SO WHEN IT COMES TO DECIDING HOW MUCH you’ll SPEND ENGAGING
- 56. You’ll have to find a balance to optimize results for your business.
- 57. OK let’s RECAP
- 58. ENGAGEMENT IS NOT A STRATEGY Social Media
- 59. j ENGAGEMENT HAS TO BE TIED TO MEASURABLE BUSINESS OBJECTIVES.#1 3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT
- 60. 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
- 61. 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.
- 62. Here’s the bottom line.
- 63. Engagement is not STRATEGY.
- 64. Engagement is not STRATEGY. IT’S A TACTIC.
- 65. ONE THAT SUPPORTS YOUR BIGGER MARKETING STRATEGY.
- 66. determining how it will help you reach your business goals will be the key to success.
- 67. NEED MORE SOCIAL MEDIA ADVICE?
- 68. 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.
- 69. Content by @markwschaefer Design by @sarahsmason businessesgrow.com/blog uncommonlysocial.com/ services/presentation-design Click a link and Say Hello online!
- 70. SYMBOLS retina icons THANKS! typography bebas neue images 1963 television eyeglasses by x-ray delta one Goal by Daniele Zanni 06-i should have been climbing last night by dave morris Climbing the Arête des Cosmiques by Matt Kowalczyk Macbook on desk by craig garner (unsplash) / by thomas leuthard HOURGLASS BY Nick Olejniczak Vintage purple alarm clock by adelle & justin money by andrew magill [15:26] gratwanderung by west-park CHESS PIECES BY PETER MILLER