Social Media Engagement is Not a Strategy

I came across a presentation today from Mark Schaefer called; Social Media Is Not a Strategy. I’ve seen Mark speak before and usually he’s pretty good, but I have to admit the title reads a lot like link bait.  After reading the power point though I have to agree, Social Media engagement is not in itself a strategy. It is a tactic.

Many times companies chase followers, likes and engagement just for the sake of having higher numbers and more engagement. But really, what does it accomplish?

I’ve also seen cases where companies have had tons of followers and engagement, but still couldn’t afford the $15 for a co-working space membership. How does that happen?

What you really should understand is that social media engagement is only useful when it is tied to measurable business objectives. For example:

  • Lead Generation
  • Product Sales
  • Customer Acquisition
  • Customer Service
  • Product Development
  • Brand Awareness
  • Donations
  • You get the picture, right?

So, when you’re evaluating your Social Media presence, make sure you use your business objectives and goals to drive your strategy. And if you get stuck, we can help! Scheffey can help you create a Social Media Strategy that fits your business.