Why Interaction is Not the Same as Engagement: By showing the difference between the amount of people who just signaled that they liked a Kickstarter project and those who had actually chipped in with cash this shows just how different those two terms are. And it’s important to keep them distinct since I think some people want to use them synonymously, devaluing both in the process.
Want to Tweet? First Teach Your Brand to Speak: It’s not that brands can’t speak in natural and interesting ways, it’s that the multiple layers of approvals that most things need to go through strip out that informality. Best then to have someone who’s trusted to communicate effectively, efficiently and in an on-message sort of way who runs things. That doesn’t mean he or she isn’t accountable to higher-ups or other stakeholders, it just means they are trusted to publish and respond without an email chain that may take half a day or more to arrive at a completely watered down result.
Brands Direct Their Followers to Social Media: I get why companies want to advertise their social media profiles; It’s a great way to show that the company is hip and cool and maybe it even drives some numbers up. But long term I fail to see the value of completely stripping out owned URLs from marketing in favor of promoting a Facebook or Twitter profile since inevitably these services will either give way to something newer and shinier or simply no longer be cool.
Social Channels Deliver Better ROI: Interaction on social platforms boost positive indicators for brands, including perceived favorability, likelihood to purchase and more. Of course there needs to be a program in place to encourage real interactions and not just shout things out and hope people stick around for the coupons, but that should go without saying.
What If Your $120,000 Rubs Elbows With Inappropriate Jokes: There’s a legitimate point here about the unregulated, user-generated nature of social media but this is in no way limited to just Promoted Trends. This kind of thing can happen even through regular social network publishing and is, if your memory serves, just the latest iteration of an issue that’s been around since the blogs first started accepting ads.