When it comes to social networks, some brands just want to advertise.
And that’s okay.
Repeat after me – it’s okay for brands to see social networks as a vehicle for advertising…
For years social experts have been declaring that the power of social is to engage people. To have conversations with them, all that jazz.
It’s even hinted that because engagement is so important that even measuring is a waste of effort. That we should focus 100% on engagement rates as this is the only true measure of success in social media. That it’s about quality not quantity.
Nonsense. (more…)