Chicken and the egg?
Tom Martin blew the lid off of this topic and I’m going to add my 2 cents. But let me ask 2 questions. Does content drive conversation? Does good content drive good conversation? The answer is yes and yes. Tom pissed off a bunch or people when he said that social media isn’t all about conversation and you know what? He’s right. Conversations are a derivative of social media. Conversations are not social media.
Some people think engagement for a brand has to revolve around the conversation-No… Conversations are derivatives of engagement. Conversations are the bi-product. If I had to choose how I was going to engage it would be built on great content across multiple platforms-that’s what’s going to create conversations.
Let me quote Tom:
The simple fact is that long-term success in the social space is about more than just being a great conversationalist. Especially when you’re looking at this from a brand perspective. According to numerous research studies, consumers choose to follow, fan and like brands in the social space primarily to get insider deals and to be exposed to cool content. If engagement or conversation is even mentioned, it’s very far down the list.
Why is this so shocking?