Many brands continue to treat their Facebook strategy as if
marketing has moved no further as an art since the days of glamour models on
car bonnets. I’m struck dumb by the lack of meaningful engagement so many
moderators offer in their schedule of posts. Whether it be the ubiquitous “win
this if you press like” or the “it’s funny because it’s true” sharing of the
everyday-odd, I wonder if there is a goal behind the effort.
Of course, in the run up to Christmas, every other brand will
be launching a competition in order to extend their fan-base. There’s nothing
wrong with that, everyone likes a chance at winning something for themselves in
the season of spending. Come January however, when the big bucks have been
spent, I think it unlikely that the new fans will represent an increase in
engagement in line with the inflated fan figures. I’ve written about the
complexity of competition positioning before on this blog, however it’s the
lack of ‘engagement strategy’ that worries me more today.
