How to stop people falling off the ‘Engagement Cliff’
This week’s Social Media Thinking comes from Christopher Lomas. As well as his thoughts on social media strategies and marketing, the video below expresses quite neatly a problem with many campaigns and marketing activities in social media. They engage people, get them excited, but only for a short time. What happens after the campaign or when the focus of the marketing activity changes? They risk what Lomas calls the ‘Engagement Cliff’.
If you have engaged people for a campaign, or attracted them to you through a discrete activity you will always face a problem of what to do with them on an ongoing basis. Maybe they joined you on Twitter or Facebook purely for that money-off voucher – they’ll quickly go away if there is nothing of interest for them in the longer term. Or maybe they engaged on a campaign they found fun or distracting, how do you keep them.
This is a big challenge for social media marketing – how you break away from campaign-based relationships to having something longer term. How do you take people from campaign to campaign or keep having a mutually beneficial relationship after a campaign is over? How do you stop people falling off the ‘Engagement Cliff’?
Every week I add some Social Media Thinking from people working and thinking in this area