Social media and genuine engagement

A social media Like isn’t a love. It’s not even a dislike.

I’ve been thinking how much social media has evolved in its short life.

A like on Facebook for business has no value whatsoever. It doesn’t show any level of engagement, it just shows that people want to be seen liking your business as they believe it will make them look good to their own peer group, or they want to enter one of your competitions and this is your entry requirement. So, for example, if you run Vegetarian cooking classes for experts. Some of your followers will want to show how advanced their vegetarian cooking skills are and a ‘like’ positions them as this to their own audience.

In the same way none of us ever need to give to charity any more, we just need to share the tweets and articles of others who write about what they are doing for charity. The most cynical gain all of the charitable halo, without any of the hard work. It gives them the ability to show their peers how benevolent they are and never need to reach into their pockets.

So this is a the REAL battle for business. A like isn’t a friend. it’s an alignment. There must be a way of extracting value from this, but as a stand alone like, a favourite or even a share, it’s still only an indication of a position and not any form of buying signal.

I am convinced that today’s socially savvy have enough ‘friends‘. Whether they know them all or not is a different matter. So, as brand owners, we need to slowly allow them to get to know us and offer them the same courtesy in return. Don’t stick your social media tongue down their throat on a first encounter, but rather allow the relationship to grow and flourish and you’ll have a chance of becoming social lovers.

Try it, see what happens, but feel free to share this with your own audience and i’ll see how wise you really are.

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The hierarchy of like

It’s quite easy to say you like something these days. All you need to do is press ‘like’ on facebook and everyone can see you like it. But it’s quite meaningless and hollow isn’t it?

Of course I don’t like cancer, and of course i’m against racism, but clicking ‘like’ does absolutely nothing but give the person who started the chain of public pointlessness a warm glow and a stirring in their pants at their ability to move social media mountains. It doesn’t save lives and it doesn’t raise any money for the causes we are liking.

Does it mean a little more when you retweet, or favourite some else’s tweet? Probably. But not much more. Single button support is all too simple.

Next for me on the hierarchy is a text. it’s pretty easy and painless and doesn’t commit you to anything much really. It gives you a glow and them a vague feeling you’re there for them.

But if it really mattered or you wanted them to know it was important to them, you’d ring them wouldn’t you and tell them? With a mobile in every pocket, that’s ever so easy and ever so fast. It’s over and done with in a flash.

But at the top of my new social hierarchy is a letter.

If it matters, then write. By hand. The old fashioned way. Craft it a little and show people that what you think of them and that you care enough to put pen to paper.

Go on, see what happens.