Why Brands Have Low Engagement via Social Media

*title change from Why Social Media is not a Good Sales Channel

I recently blogged about why Social Media is not getting the attention of the C-Suite

Specifically those folks want sales. Facebook is promoting itself as a Sales/Marketing Channel. Thought Leaders like Joseph Jaffe view Social more as a Customer Retention (Customer Service) and Loyalty Building Platform (Conversation when you can get it). In my blog post I trounced Facebook Fan page engagement numbers from the Sales point of view. But is it the Brand’s fault? I think it is the platform’s fault. And it is not changing any time soon!
I have done studies showing that 90-95% of all Tweets and Facebook Updates do not get viewed. What I mean by this is the volume in the streams are so much that no one with 200+ connection will ever see them all. The total I have unread is 462 since yesterday afternoon. If you are not on my first log in page…your post doesn’t exist.
I get about 2400-3000 Tweets in my daily Twitter feed. At least if you Mention me I will see your Tweet. You can not Mention all your followers in 140 Characters.
So the real Engagement numbers from the following viewpoint is better looking than using the percentage of Total Fans. I have a client with 1100 Followers and when I post a Schmap showing their up coming location I get around 20-40 Views per Tweet. The one below I tweeted 4 times yesterday. Taking a very generous 10% seeing each post, that is a decent 15-30%+ engagement rate. When I post photos from my runs I get around 20+ Views on TwitPic which is great if only 70 people see the post.
So the problem isn’t always bad content. When I view a Brand’s Facebook Page and see pitiful numbers, the reason isn’t because people don’t care, it’s because they do not see the Posts! 

Which completely devalues Facebook as a Viral/Engagement/Free Marketing Platform. As you can see Doritos is giving away $5mil so you know very well if people saw this post they would at a minimum ‘Like’ it. I mean why are you a fan? Even if I use the 10% rule and only 91,000 saw this post, they had 109 actions of engagement….for a $5mil contest? (This is very pitiful most do a little better).

My next post will discuss some potential solutions which all have Pros and Cons.

About chiefalien

Howie Goldfarb with 20 years of Sales and Marketing experience founded Blue Star Strategic Marketing in central Vermont to serve as the objective and strategic adviser of brands to help them grow and thrive. His Degree in Finance and 14 years of B2B sales to Fortune 500 companies gives him a CFO’s view of marketing. Thus bringing a dose of reality to the confusing world of jargon, spin, and hype. Also playfully known as the Chief Alien of Blue Star Strategic, Howie relishes his role as an industry outsider. A native New Yorker and former Angelino, he currently lives in the Green Mountains of Vermont and is still seeking his first moose sighting. His passions are living life, art, music, the outdoors, he tries to cook and loves the Vermont Fresh Network – local sustainability initiatives like farm to table and buying local.
This entry was posted in Clutter, Facebook, Jaffe, Marketing, sales, twitter. Bookmark the permalink.

2 Responses to Why Brands Have Low Engagement via Social Media

  1. Chief Alien says:

    I agree Jim. Its like a Ponzi scheme. You would think the CMO's of the Brands would look after their house but they need to lie to the CEO LOL. Thanks for your visit!

  2. Jim Mitchem says:

    Since the beginning of time the numbers have lied. Which is to say, we've always done things this way. From TV to radio to outdoor to subscriber rates on blogs, we like to think that the numbers somehow represent an expected return on the media investment. it's sad, and the ones making the money are the media companies and traditional ad agencies that pump the value of the medium.

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