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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Facebook, Marketing, Public Relations, Social Media

Social Media Strategy: Keep It Custom

The other day I found a Social Media agency bio that claimed being able to increase a fan base from 1k to 100k in the space of a few months which naturally made me throw up, but then I realised just how many agencies get big bucks based on bold (but not impossible) claims like this. I ranted on Twitter for a little while and reached the conclusion that South African brands and businesses need to be educated on what Social Media is, what it can do and what they should consider a success so that people aren’t being conned out of their money anymore.

Most brands and businesses in SA are still largely traditional, and are thus taken for a good old ride by agencies who will present them with a standard Social Media offering awash with buzzwords and bullshit statistics. More often than not, these agencies will convince client that Social Media is all about reach (maybe a little footsie talk about engagement too) and ultimately, they’ll get a nice fat sum to work with.

But that’s not how any of this works in my opinion.

Sit down with you client, acquaint yourself with their business, what their inspiration is, their goals and exactly what they expect to get out of Social Media. And then customise your strategy, target according to their desired audience, work your ass off so that their ROI is meaningful, so that their brand is positively affected by your work.

Establish whether they are local, regional or national, who they want to reach and where, then apply your knowledge of the industry, of influencers and the tone the business needs to take on. Social Media is so far past the point of every brand being witty and clever and sarcastic, it’s a way to reach consumers and fans on a human level beyond the theatrics we’ve become so used to.

Keep in mind that the nature of content differs from brand to brand and then requires optimisation from platform to platform, don’t be a doos and put a hardware business on tumblr, not unless it’s owned by top-knotted beardos who listen to Vance Joy.

Are they an international publication? Let them get reach, engagement and a kick ass CTR.

Are they a family run bakery? Help them engage with their customers, promote their yummies and reach new fans who are able (read: in the area) to visit.

Ain’t nothing standard about Social people, if it isn’t custom, it isn’t working.

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Marketing, Public Relations, Social Media, South African Fashion

What The Luminance Store Loan Did

Look, this story has been doing its rounds for a while now, how irresponsible the NEF was in granting the funds etc etc, but the truth is, the SA Fashion Media Industry did very little to speak out against it. This meant that little old ignorant me, had no idea which boutique the news was on about until a little while ago.

Here’s the problem with the new-school fashion media in SA (and by new-school, i’m referring to GRAZIA, and the countless fashion blogs that push for an elitist Fashion Industry in SA):

The average upcoming fashion designer needs around R200k (maximum) to manufacture and market a line of their own, the NEF loan of R34.1 million could have helped 170 designers (or any other worthy small business owners) realize their dreams.

The SA Fashion Media industry blatantly ignored this glaring fact, preferring to take to their instagram accounts (do note that a bad image looks worse in a shitty filter), their blogs and hashtags to promote the huge step forward for South Africa.

And this really is the problem with the fashion industry in general, we organize our fashion weeks pretending that Cape Town is Milan and Jozi is NYC, when really, we’re just a tiny country. Our Fashion Weeks are tainted by trends introduced on European runways, and our main concern is to make foreign luxury goods available instead of encouraging (yes, that means financially helping) SA designers towards building a World Class luxury goods industry in this beautiful place.

But no, nevermind, we’d much rather open up another store in Hyde Park, even though 2A (which stocks everything from Louboutin to Carven), Max Mara, Nicci (Vivienne Westwood and other high street brands), Burberry (SA flagship store), Pringle and countless others in the same mall do the same damn job.

R34.1 million people. We gave it to one lady. When we could have given it to 170 people.

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Facebook, Marketing, Public Relations, Twitter

The Battle of Reach vs Engagement

It’s an internal war that countless Social Media Managers battle with, whether your focus should revolve around the Reach of your posts and tweets, or whether you should judge the success of your strategy based on the level of engagement it attracts and initiates.

So what should you get your knickers in a bunch about anyway?

I thought the answer was simple, Engagement trumps Reach every time, but I still find myself looking at the Reach stats underneath every Facebook post, regardless of whether it has 10 comments in 15 minutes. A reach of less than 50 scares the pants off me, and it all boils down to your purpose as a strategist.

Unless you’re managing a big brand like, let’s say, Blackberry, your purpose is to grow the Reach of a brand, to build it’s following, to sway more people in favor of your client, so should it really make you blush when you engage with a loyal fan base when in essence, your activity is redundant?

Well actually, it should make you blush, it should make you swoon, because while you may hook your clients with the words “i can double your fan base”, what you also mean to say is that you’ll maintain the good relationship with the brand’s current consumer support base while drawing in new fans.

Ding Ding Ding. So who wins the battle, Reach or Engagement?

I say both, because a wors roll is not a wors roll without a roll (Engagement) and Championship Boerewors (Reach). Now, who’s hungry..

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