Don’t expect engagement if your content isn’t worth it

I get it. Engagement is hard to come by.
No matter the platform, brands are competing with every other platform for an iota of time from their target audience, which we all know is so bifurcated these days it’s insane.

I also know that when it comes to Facebook in particular, there’s always an algorithm change. Couple that with the fact that a brand can only reach a super-small percentage of its followers and you’re looking at a recipe for dismal engagement.

I get all of that.

But community managers do bear some responsibility. And that lies in the content. If you’re phoning it in, slapping together a content calendar just for the sake of doing so and aren’t spending much time getting in tune with the audience, you should stop complaining. Today.

Because honestly, you haven’t done your part. If you want to claim the title, you have to do the work. Be thoughtful. Put yourself in the shoes of the audience and ask yourself: “Would I take time to engage with this content?”
By engage I mean take action.

I don’t know about you but I am seeing some crappy content by way of posts designed to build engagement, grow communities and generate interest.

The people who still love what they do are doing their best to create interesting content, whether on Facebook, Twitter, LinkedIn, blogs and other owned channels.
They are also learning all they can about the cool ways to target audiences on social platforms, and not simply “boosting a post” targeting the same people over and over again.

In this business, you have to keep growing. And that growth means putting in the work and continuing to learn and perfect your craft.

Only you know if you’re phoning it in. And if you don’t like what you’re doing anymore, then consider a new direction, because whomever is paying you to create content on their behalf has invested in you big.
They are trusting you to care about the audience and learn to understand what they want. So do it. Write something good, and keep working on it until it’s great.
Dig into the analytics and learn something from what you find.

Try new things.
Take your social content game to the next level. Amplify it with smart targeting. It’s okay to fail, just do it fast and keep it moving.

Find the fire that got you into social media in the first place and rekindle it.
Or put it out and call it a day.

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