Your new post is loading...
...How does any of this pass for authentic engagement that reflects authentic brand relationships? The better question is how can this sort of vapid, pandering "engagement" build brands? Are you encouraged to check out a brand, research its products or consider a purchase because one of your friends announced he or she is on "team Peanut Butter" by liking a post by GE Appliances? "OMG, my friend is on team Peanut Butter--I should buy a GE refrigerator," said no one ever.
Social media was supposed to strip away the meaningless clutter of the mass media era, exposing true brand affinity and advocacy; instead, social media marketing strategies have encouraged brands to post any meaningless thing in pursuit of a comment, like or share. The irony is that none of this actually helps brands--just as inauthentic fans cannot create authentic engagement, neither can inauthentic engagement build authentic brand value.
Asking people to spell your brand name one letter a time or share your picture of a vegetable on a unicorn doesn't spark awareness, consideration, preference or usage....
Here's a cutting look at social media and authentic engagement and transparency. How do your social media strategies measure up?