The word engage has been taken hostage by the social media marketing community, and I am probably as guilty as the digital comms person of bandying that word around just a little too much.
I’ve written countless blog pieces, opinion articles and PR plans in which I extol the virtues of a three-step plan to social media nirvana .. listen, analyse and engage.
When you were a child did you ever say a word over and over and over again until it sounded like meaningless nonsense? I’m fairly sure I wasn’t the only one to do that. But if you’ve never done it, give it a try.
So it is with words that get hijacked – they can begin to lose their meaning.
I was reflecting on this in the wake of Facebook’s most recent set of changes, which are designed to give users of the service more control over what shows up in their News Feed. At the moment the News Feed is an all-in-one repository, but users will soon be able to filter different types of content into separate feeds. A little like the way you might sort your emails into folders.
There are two points of interest for businesses using Facebook as part of their marketing mix. The first is that from now on they will be able to use bigger images and video in the advertisements they place in the Facebook News Feed.
The second is that their potential audience has now been given the tools to automatically siphon advertising into a separate feed which they can ignore completely for as long as they like.
Which brings us back to the E-word.
Brands have been trying hard to engage with people via social media for years. Facebook just shifted the goalposts.
Want to be seen, listened to, remembered for your Facebook marketing? Well, you’ll have to be that much more interesting, memorable and shareable.
It’s not a revolutionary concept. But if it stems the flow of lazy thinking that lurks behind too many companies’ attitudes toward social media marketing, that’s not a bad thing.
Stop trying to have a conversation with me about the things that matter most to you but least to me. Instead, show me something that holds my attention, that reflects well on you without your products being the hero of the hour, and which makes me want to spend my money with you rather than your competitors.