Don’t Mistake Activity for Effectiveness in Social Media

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The world of the content marketer/social media marketer is changing. I had mentioned in a previous post how it resets every day. When it does reset, we no longer are responding to what our readers, followers and fan say as much as we’re responding to what the analytics tell us in regards to consumption habits and trends from the previous day. What that tells us and what a lot of old school social media marketers will tell you (old school being about eight years… ) is that the art of engagement has now become a science. The conversations, have been lost.

How do we get back to our roots, to that happy place, to that place where social is social again?

Mack Collier talked recently about how Twitter just isn’t the same anymore and blames it on a lack of conversation and in a recent New York Times piece on specializing to survive this quote jumped out at me:

“It’s becoming harder and harder to separate the wheat from the digital chaff. The problem with the Internet is anyone can post, so it’s hard to know whether you are looking at a fact or pseudofact, science or pseudoscience.”

Clearly, we are all suffering from a need for speed. A rush to crank the content out. We’re so enamored with the platforms that allow us to say something quickly, or publish or push out a piece of content in just 2-3 clicks, that we have lost our way. We have lost our ability to have conversations and in our desire to want conversations. In fact brands and the companies that monitor brands have even redefined engagement.  Just go look up the definition.

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The definition of engagement is that … there is no definition!

We can fix this though. It’s simple and it’s in the title of this post. Don’t mistake your social media activity for social media effectiveness. Measure your effectivensss in connections made and conversations had and realtionships created; and not on the quantity of what your pushing out and the number of places that you’re pushing it out on. All that does is dilute the message.

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