As part of our SEJ interview series, Annalise Kaylor of Aim Clear discusses her bold theory that engagement is actually killing your social media strategy.
Annalise believe marketers are destroying all of their beneficial data from Facebook because they’re gaming the algorithm and not mining any meaningful data from it.
I asked Annalise to explain what she meant by this. Hear what she has to say in the video below:
Here are some key takeaways from the video:
- You need the right kind of engagement, Annalise says. Asking people to like a picture or statement that has absolutely nothing to do with your brand tells you nothing meaningful about your audience.
- Too many brands rely on the strategy of getting as many likes, shares and comments as possible; often times by posting content that doesn’t relate to their business at all.
- Businesses are going about community building the wrong way, Annalise says, if they’re building it around content (such as quirky pictures and memes) that’s not relevant to their brand.
- Annalise gives an example of one of her favorite brands, Lush Cosmetics, that is great at building a community around quirky content that relates back to their brand. You’ll have to watch the video to hear her explain how they do it well.
- If what you’re posting somehow isn’t tied back to a metric that’s part of your strategy, why are you posting it, Annalise asks. If you have to ask yourself before posting something whether or not your fans will actually appreciate it, you may be crossing the line between relevant and irrelevant content.
Please visit SEJ’s YouTube page for more video interviews.
