Social media marketers are keen to drive engagement but it may not necessarily be a viable strategy. In fact, it comes at a cost.
Mark Schaefer has a great point: we often confuse the means with the end.
In a blog post that I wrote a couple weeks ago, I explained why I thought social media publishing was dead - as we know it. One of these points was that the impact of publishing on social media for our goals is the combination of volume, quality and engagement. As Mark explains, engagement is only one variable in that equation.
So how can you convert your social media activity to make it count towards your goals?
One of the important basic first step you can take is to make sure you publish through a content hub that you can make your own and from where you can convert visitors: to subscribe to your content, to reshare your previously published content or to sign up for whatever pre-sales activity makes sense in your business. Continue reading →
Social media is a tool which can engage people if what is offered is worthwhile to them. The goal is to sell something which can go through process of engaging others who might be interested. Having said this, engaging is relational and communicative in nature. Goals, such as selling, might be dependent on building those relationships but they are instrumental.
We have a similar issue in School. I think it is more profound because we are not there to sell anything. Business is dependent upon selling a service or product, but School is about relationships that lead to learning which is not a product, but a process dependent on communicating and relating. When we confuse social media with something other than a tool in School, teaching and learning are stripped of their relationality.