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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.
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