digital marketing, Facebook, Marketing, Social Media

Social Media Incentives: Breeding Inauthentic Engagement

Content is King

The slap-dash solution for a lack of reach and engagement (I really do use those words way too much) always seems to be running a giveaway. But to what end?

For the brands I work with, nothing scares me more than when my client wants to run a giveaway, especially after months of perfecting the brand’s content, and it really is just an issue of how much inauthentic engagement you end up receiving.

People who aren’t interested in your product will flock en masse to your page, engage, engage, engage, and then just like a hot guy with no personality- will leave you feeling empty and shoot your stats down so fast and far you’ll be back at square one, just trying to get into a good space content-wise.

It’s all good and well that I whine about what shouldn’t be done, but what should the actual solution to increase reach and engagement be?

  1. Think about who the brand speaks to, who the target market is and what sort of content they consume online.
  2. Target bloggers, publications and personalities who your audience will resonate with and collaborate (emphasis on the word collaborate, not to be mistaken for “take my product and my creative and make people love me without any creative input”).
  3. Launch a campaign, it can be on little to no budget, but if it’s well thought out and passionate enough, people will respond. 
  4. Keep the momentum going even after the campaign is done, analyse which parts of the campaign worked best and capitalize on them.

Good social isn’t rocket science, but being one with your consumer takes a bold set of stress balls.

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