If there is one word that is the most over used term in marketing, it has to be “engage.” Marketers no longer communicate with target markets. They engage them. People no longer post on Facebook. They engage their followers.When social media took the marketing industry by storm, it was immediately advised that communication is a two way street. Those who wish to market a product or service send out a message, while eliciting a response or the start of a conversation.
Social media marketing focuses on the word “social,” meaning people talking to one another. That’s why the worst thing one can do is try to aggressively sell a product or service on social media. People don’t use Facebook, Twitter, Pinterest and so forth to be sold anything. They are there to talk to their friends, and if someone mentions something they like, then the tip is usually viewed as helpful.
But whether it is called “engage” or “talk” or “conversation” it is the same thing. Sometimes words can become tiring and while the process of “engaging” an audience is the correct approach for social media, maybe its time we call it what it it. Talking.