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Guest post by: Harvey Farr Become an Author

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Most things are easier said than done.

This is particularly true when discussing social media marketing. As soon as social media -- Facebook, Twitter, YouTube, LinkedIn, and other platforms -- crept into the lives of us all, the corporate world quickly took notice. Since there are hundreds of millions of people all on the same website (Facebook) how can we (this is a corporation speaking) tap into this vast market?

While social media started as a place for friends to talk to friends, it has also become a way for companies to talk to its market. But in order for a company to have friends, it has to create a community. It is must easier for a human being who has nothing to sell to create a community of friends than it is for a company. Why? Because people turn to social media to be "social." That's what it means. They don't turn to social media to be sold a product.

So as marketing gurus give seminars and write books about social media marketing, the word "engage" is front and center. In order to build a community of friends or followers, a company has to "engage" them. And since social media marketing has come on the scene, this word "engage" has overtaken not only the social media conversation, but business in general.

Business executives say they need to engage their co-workers. Political leaders have a need to engage their constituents. Marketers work to engage potential customers.

That is why we see companies often ask a question on Facebook pages and Twitter posts of their followers. There is the hope that people will respond with an idea, a question, or interest in what the company is doing. And, the more responses a company gets to their posts, the more "engaged" are their followers.

But does "engagement" translate to sales?

I would say that the jury is out on that primarily because social media marketing is so new. There is much we need to learn about how it impacts us psychologically and how it can -- or does -- translate into customer action.

In the meantime I am hoping that another word will come along to replace the over-used "engage." Not because it is not accurate, but because we are not sure that engaging people achieves marketing objectives. Yes, there are always exceptions, but we are still finding our way in social media marketing.

Until then, we will continue to engage others.

Your thoughts?

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