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ENGAGEMENT
@marKWschaefer
IS NOT A STRATEGY
Social Media
Hi. I’m Mark W. SCHAEFER.
An author.
Blogger.
Marketing consultant.
College educator.
I’M HERE TODAY WITH
An important
MESSAGE FOR THE
SOCIAL WEB.
LET ME EXPLAIN.
BACK IN THE EARLY DAYS
OF THE SOCIAL WEB
BACK IN THE EARLY DAYS
OF THE SOCIAL WEB
(you know, like 2007)
the leading “gurus”
were actively anti-business.
“social media is not
about your stupid
company. It’s all about
the conversation.”
-SOCIAL MEDIA GURU,
2007
“social media is not
about your stupid
company. It’s all about
the conversation.”
-SOCIAL MEDIA GURU,
2007
NOTE THE EARLY GOOGLE
GLASS PROTOTYPE
we’ve come a long
way since those days
BUT…
I still hear rumblings online that
“engagement is the goal.”
So I’m here today TO SAY
ONCE AND FOR ALL…
ENGAGEMENT IS
NOT A STRATEGY.
ENGAGEMENT
IS NOT A
STRATEGY.
AM I YELLING? SORRY ABOUT THAT.
HERE’S THE TRUTH ABOUT
SOCIAL MEDIA ENGAGEMENT.
ENGAGEMENT has to be tied
to business objectives.
j#1
ENGAGEMENT IS A TOOL.
ONE THAT isn’t very
valuable on its own
Unless it’s tied to a measurable goal.
HERE ARE SOME examples
customer
acquisition
HERE ARE SOME examples
customer
acquisition
new product
development
here are some examples
customer
acquisition
new product
development
Customer
service
here are some examples
customer
acquisition
investment
new product
development
Customer
service
here are some examples
customer
acquisition
brand
awareness
investment
new product
development
Customer
service
here are some examples
j
consider thOSE before
you start making
cat memes for your
corporate facebook page.
Engagement by itself is not
an indicator of success.
j#2
let’s look at apple.
$104,300,000,000
brand VALUE

http://www.forbes.com/powerful-brands/list/
that makes them the most valuable
brand in the history of the world.

http://www.forbes.com/powerful-brands/list/

and yet…
beyond a tumblr page
for the iphone5c
isee5c.tumblr.com
which is more of a cool, interactive
ad than a social site
isee5c.tumblr.com
APPLE HAS IGNORED SOCIAL MEDIA.
https://twitter.com/apple
THEIR TWITTER PROFILE STILL HAS
A BIG FAT GOOSE EGG.
AND THEIR FACEBOOK PAGE HAS
12 MILLION LIKES.
https://www.facebook.com/pages/Apple-Inc/137947732957611
but zero posts.
https://www.facebook.com/pages/Apple-Inc/137947732957611
THEY have no
social media engagement.
$104,300,000,000
http://www.forbes.com/powerful-brands/list/
BUT THEY HAVE THIS.
Engagement isn’t necessarily
an indicator of financial success.
Engagement comes
at a cost.
j#3
What happens when your
focus is driving engagement?
If you’re not careful,
you could literally
talk yourself broke.
Here’s an example of
what i mean.
http://www.businessesgrow.com/2014/01/06/content-shock/
I wrote a blog post recently
that had hundreds of comments.
ENGAGING AT THIS LEVEL
CAN BE A FULL TIME JOB.
http://www.businessesgrow.com/2014/01/06/content-shock/
If I pumped up this level of
engagement all the time
I wouldn’t have time for
consulting & teaching
And that’s what feeds my family.
ENGAGEMENT IS JUST LIKE ANY OTHER
BUSINESS ACTIVITY.
IT takes time
and resources
SO WHEN IT COMES TO DECIDING
HOW MUCH you’ll SPEND ENGAGING
You’ll have to find a
balance to optimize
results for your business.
OK let’s RECAP
ENGAGEMENT
IS NOT A STRATEGY
Social Media
j
ENGAGEMENT HAS TO BE TIED TO
MEASURABLE BUSINESS OBJECTIVES.#1
3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT
j
ENGAGEMENT HAS TO BE TIED TO
MEASURABLE BUSINESS OBJECTIVES.
j#2 ENGAGEMENT ISN’T NECESSARILY
AN INDICATOR OF FINANCIAL SUCCESS.
#1
3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT
j
ENGAGEMENT HAS TO BE TIED TO
MEASURABLE BUSINESS OBJECTIVES.
j#2 ENGAGEMENT ISN’T NECESSARILY
AN INDICATOR OF FINANCIAL SUCCESS.
#1
3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT
j#3 ENGAGEMENT COMES AT A COST. THE
KEY IS FINDING A BALANCE WITH YOUR TIME
AND RESOURCES.
Here’s the bottom line.
Engagement is not STRATEGY.
Engagement is not STRATEGY.
IT’S A TACTIC.
ONE THAT SUPPORTS YOUR BIGGER
MARKETING STRATEGY.
determining how it
will help you reach
your business goals
will be the key
to success.
NEED MORE SOCIAL
MEDIA ADVICE?
Are you ready for even more amazing ideas
to help you engage with your audience the
right way? You can find them in my book,
Social Media Explained.
Buy the book!
Buy it here on Amazon.
Content by @markwschaefer Design by @sarahsmason
businessesgrow.com/blog
uncommonlysocial.com/
services/presentation-design
Click a link and Say Hello online!
SYMBOLS
retina icons
THANKS!
typography
bebas neue
images
1963 television eyeglasses by x-ray delta one
Goal by Daniele Zanni
06-i should have been climbing last night by dave morris
Climbing the Arête des Cosmiques by Matt Kowalczyk
Macbook on desk by craig garner (unsplash)
/ by thomas leuthard
HOURGLASS BY Nick Olejniczak
Vintage purple alarm clock by adelle & justin
money by andrew magill
[15:26] gratwanderung by west-park
CHESS PIECES BY PETER MILLER

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