I recently shared my views on why I think social media marketing is both overrated and underrated at the same time. The underlying culprit to this is what we all know as ‘engagement.’ Seriously, when was the last time you heard about social media without engagement being a crucial part? It indeed is crucial and the success does depend on engagement. However, engagement doesn’t always mean one on one participation. Engaging members of a community can happen on different levels. It can be one on one and it can be one where you never really dive into engaging with each individual.

I have already made my views clear on social media and engagement. If your active community doesn’t benefit you or your business in one way or the other, it is pointless.

You see, engagement doesn’t mean communicating with each and every member of your community. Engaging potential customers is possible without ever having to communicate with each individual but to the entire group at once. Take for example Barack Obama. He won election because he engaged the middle class community through different channels. We recently found out that the President never even used twitter during the election campaign. Although it created quite a stir the outcome wasn’t bad at all. People who value his ideology still value it. Barack Obama never really engaged with each and every voter. However, he did engage with voters collectively as a whole. He targeted the poor and middle class people in America and that community gave him the power to rise. You just have to remember that you talk for the community not just to the community.

Just wanted to point this out cause it seems like everyone is touting about one on one participation. If you are a big brand or a small business with large community it’s just not possible. Instead, cater to your community in a way so it touches each and every member. Even if you are an individual, try this and you will find it much easier to manage social media and hopefully you’ll have time to grab a burger out in the sun.

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