Engagement Is Killing Your Social Media Strategy: Interview With Annalise Kaylor

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As part of our SEJ interview series, Annalise Kaylor of Aim Clear discusses her bold theory that engagement is actually killing your social media strategy.

Annalise believe marketers are destroying all of their beneficial data from Facebook because they’re gaming the algorithm and not mining any meaningful data from it.

I asked Annalise to explain what she meant by this. Hear what she has to say in the video below:

Here are some key takeaways from the video:

  • You need the right kind of engagement, Annalise says. Asking people to like a picture or statement that has absolutely nothing to do with your brand tells you nothing meaningful about your audience.
  • Too many brands rely on the strategy of getting as many likes, shares and comments as possible; often times by posting content that doesn’t relate to their business at all.
  • Businesses are going about community building the wrong way, Annalise says, if they’re building it around content (such as quirky pictures and memes) that’s not relevant to their brand.
  • Annalise gives an example of one of her favorite brands, Lush Cosmetics, that is great at building a community around quirky content that relates back to their brand. You’ll have to watch the video to hear her explain how they do it well.
  • If what you’re posting somehow isn’t tied back to a metric that’s part of your strategy, why are you posting it, Annalise asks. If you have to ask yourself before posting something whether or not your fans will actually appreciate it, you may be crossing the line between relevant and irrelevant content.

Please visit SEJ’s YouTube page for more video interviews.

 

Brent Csutoras

Brent Csutoras

Managing Partner & Chief Social Media Strategist at Search Engine Journal
Founder & CEO of Pixel Road Designs, a well respected marketing design firm, and Managing Partner at Search Engine Journal. Brent has over 10 years experience in Social Media Marketing and is an avid Futurist, focusing on the implications of future technology on society and societal growth.
Brent Csutoras
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  • http://www.kingged.com Sunday

    I would say that Annalise Kaylor is right about social marketers not getting the necessary result because they engage the community the wrong way.

    I assume her take is a wake up call for us to change our social marketing systems.

    Activities and “likes” in a social platform are not equal to productive engagement that would add value to the readers.

  • http://www.boardwalk-residences.sg Boardwalk

    I agree with the sentence ‘gaming the algorithm ‘ but there are no hard and fast rules on this. As long as the engagement doesn’t stay that way for a prolong period, I feel it works by engaging the audience first and subsequently………

  • http://www.patelsportscity.net.in/ Neha

    great article..!!its a wakeup call to change our social marketing strategy..its good to engage viewer but not for longg period…!!thanks for the information…!!!

  • http://centermassmedia.com John M. Ramsay

    Great Article!! The viability of Social Media as opposed to paper marketing has changed the ways businesses market. Almost like a great Equalizer! If you can conduct a good social media campagin and your site is friendly your followers will become leads!

  • http://www.patelsportscity.net.in/ Angelina

    The viability of Social Media as opposed to paper marketing has changed the ways businesses market. Almost like a great Equalizer! If you can conduct a good social media campagin and your site is friendly your followers will become leads!
    thanks for the information…!!!