This is our fourth prediction for 2014. For our other predictions, click here.
Everybody’s favourite Page on Facebook is Condescending Corporate Brand Page. If you’re not a fan, stop reading this (just for a second!) and go get clicky. They post things like this:
Brutal genius. But C.C.B.P.’s war against meaningless ‘engagement’ by brands too scared to admit they’re trying to sell stuff isn’t just funny, it’s gut-punchingly insightful. For far too long, social media managers have been chasing utterly meaningly metrics (engagement, likes, sharing) in a desperate race to the bottom. The tail isn’t just wagging the dog, it’s started bashing Fido violently against the nearest wall until he’s had to be put down for his own good.
So, blam. Here’s the humane injection, the brutal truth: if you do the social media for a brand who sell things, your job is to sell things. There is only one metric you should care about: how many sales have your posts generated? Cute kitten pictures may get liked and shared like crazy, but they’ve never, ever sold a bottle of multivitamins. And, trust us, your CEO will be on the warpath in 2014, looking for cold, hard, provable ROI.
So, yes. Our prediction for the year ahead: all this stops. No more “Like if you love biscuits, Share if you prefer cake”. No more ‘hilarious’ aphorism postcards nabbed from someecards.com. No more damn rats in hats. Just truly engaging content that actually helps sell things (which is why people should be liking your Page in the first place).
One more thing, then…