Norman Ng

What’s Your Bottom Line on Engagement?

In Uncategorized on February 15, 2012 at 10:54

ImageI was recently involved in a major PR campaign tender, and one specific requirement from the client which struck me most was “to acquire XXX number of LIKES online”.

I knew exactly why this requirement was up there, after all, wouldn’t the number of fans / likes be an indication of the level of the campaigns’ buzz and interest? Or better still – Engagement? And by far, is quite the norm from enterprise clients these days.This trend is worrying. It’s merely scratching the surface on engagement, and a dangerous quantitative proxy to measure the success of digital PR campaigns.

Victorinox, makers of the legendary Swiss Army Knives know too well that fan acquisition can work against you, when fans themselves participate in digital gamification. Their twitter campaign to acquire 3,000 followers slowed to a crawl in the last hurdles, because Victorinox wanted to reward the top 3 folks who helped acquire the 3,000. No impetus for others to join when the followers reached 2,990. 

So what then is the desired engagement bottom line? To me, it’s all about the QUALITY of engagements, conversations, and relationships. What you want is to segment and delayer engagement beyond the surface, and go deeper.

Case in point, RunKeeper is a positive example. Where digital conversations on twitter are positively toned, personal and encouraging. A quick scroll on their twitter dashboard gives you the vibes that their audience are remarkably happy and truly engaged to the RunKeeper brand and experience. 

Here’s the icing on the cake. The conversations and engagement don’t stop there. It’s become a global phenomenon that local grassroot RunKeeper community meetups are occurring. Till date, there are 1137 global communities. So like minded, passionate people are physically meeting up to participate in a shared activity, and in a positive circle, influence and spread their passion to other potential participants.

10,000 fans acquired on an enterprise social media account will not be able to replicate this genuine, qualitative engagements.

So the next time an enterprise boasts of its fan base, you have every right to say,”It’s not the quantity, but the quality of your engagement that matters”.



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