Is social media engagement over-rated? Some marketers judge social media success by the number of blog comments, Facebook page comments, “likes” and retweets.
But businesses can’t pay the bills with engagement. Leads, clients and sales – not engagement — are the currency of business. Engagement is not a goal, only a tactic to produce measurable business results.
Ultimately, it’s irrelevant if customers or prospects comment on your page or not — as long as they buy your product or hire you. If readers aren’t commenting on your posts, it doesn’t necessarily mean they don’t find your content valuable. Some blogs, including some blogs with large followings, have turned off their blog comments. Continue reading