Are we killing our customers with engagement?

Customers want to know how your brand can help and inspire them—not take your latest contest.

Facebook use is declining.

Studies show that users are un-liking business pages.

Consumers are getting savvy and more jaded about businesses’ use of social media, and they’re responding negatively. The thing is, it’s our fault.

Social media consultants and bloggers have long urged companies to create Facebook pages and Twitter accounts, and start conversations with their customers. Lots of companies have done just that. The problem is, most customers don’t want a conversation with a company or its representatives.

Sure, there are exceptions. There are customers who are genuinely passionate about a restaurant, hotel, clothing line, or shoe company. Those customers are the minority, though.

It may be worth engaging with that minority, but companies aren’t focusing on deeply engaging with the few people who want to engage with them. Most companies either aren’t doing social media, or they are in a race to acquire as many fans and followers as possible, and then get likes and comments from as many as possible.

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