August 17, 2017

Helping PR pros make smarter decisions

Radio Roundtable: Too much engagement, conversation overload, and bad social experience=bad brand experience

Radio Roundtable: Too much engagement, conversation overload, and bad social experience=bad brand experience

This week, I was joined by co-host Sarah Wurrey. We discussed brands overdoing engagement (how much do you *really* want to engage with your toothpaste manufacturer?), the possibility that we’re entering an age of conversation overload, and how a bad social rewards experience can become a bad brand experience.

[powerpress]

This week’s show is 33 minutes long.

  • Sarah and I kick off the discussion by giving our thoughts on this post titled “Are we killing our customers with engagement?”, by Neicole Crepeau (Neicole, if you happen upon this podcast, I hope I didn’t mispronounce your name too badly. I’m sensitive to this–see, for example, my last name. Ahem.) Sarah points out that there is a very fine balance for a brand to strike between making sure the brand fanatics have enough content to keep them interested, while not overwhelming the casual user. I agree, and ask if brands are monitoring for depth of engagement; separating out those who are looking for a free coupon for a check-in versus those who comment on a post every day. If brands aren’t delving this deep, why not? The information is right there. Engage with the brand fanatics, and empower them to become online–and offline–ambassadors.
  • Next, we talk about Tom Foremski’s piece on conversation overload. Sarah notes that she was beside herself waiting for a G+ invite, but once she had one her enthusiasm evaporated with the realization that this was yet another social network to maintain, and she points out that she is unlikely to spend much time there until she can cross-post status updates rather than jumping back and forth between G+ and Facebook. I have to agree. At some point, having too many social networks to maintain will mean that one or more is likely to meet the same fate as the houseplant in the one room you don’t use often: withering and near dead until you’re in that room to dust before company arrives and realize you need to water it.
  • We wrap up talking about Sue Spaight’s post on the Spaight Talk blog. She received Klout Perks to attend a preview of the Winnie the Pooh film, and showed up with her six year old only to find her “name is not on the list.” Ugh. Brands need to make sure the full delivery chain is taken care of when giving out freebies. Sarah brings up the Groupon problem of massive response–and gives her own example of a Groupon gone wrong, due to overwhelming demand.
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About The Author

Jennifer Zingsheim Phillips is the founder of 4L Strategies, and has worked in communications and public affairs for just over 20 years. Her background includes work in politics, government, lobbying, public affairs PR work, content creation, and digital and social communications and media analysis.

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