Why do we need to 'Engage?'

Everyone today talks about how initiatives on their Social Platforms need to engage with the users and their audience! But has any one asked this question to themselves as to,

'Why do we need to engage?'

What's the reason behind that 'engagement' as we like to call it. Now we've been talking about long term / short term engagements which are primarily just a way of ensuring that you or your brand gets those 'eyeballs' or 'numbers' and our clients are 'happy.'

How many times do we really give a thought to what we really are doing when we are talking about 'Social Media Engagement.' for your brands or for that matter yourself. 

A very difficult question, but a very simple answer!

Don't just 'Do Facebook, Do Twitter, Do LinkedIn, Do Blog' In fact don't even believe in the ever so popular mnemonic and brand recall 'Just Do It.' No offence Nike...

What's important is for us to know, 'Why are we 'Doing Facebook, Doing Twitter, Doing LinkedIn...' 

Heck, I think we shouldn't DO ANYTHING.... Don't Do Facebook, Don't Do Twitter or Don't Do LinkedIn if you have to really see business value...

Just those numbers or those eyeballs or the direct sales that you see don't mean anything. What matters at the end of the day is, what kind of value is it adding to your ONE CUSTOMER, that ONE CUSTOMER that you really and I mean really engaged with! If the answer to that question is  positive and a satisfactory and that which adds REAL VALUE to his life, then you can sleep peacefully that night...

That's my belief. What about you?

Srinivas has been a communications professional for over 10 years, and has been blogging since 2005. He has worked with the likes of Social Wavelength, now Mirum India, (A JWT Group Company) for four years and now Heads Learning and Development & Analytics at Social Kinnect: A Digital Marketing Agency in Mumbai. His passion for Advertising, Creativity, Social & Digital Marketing helps make a difference for the brands they work with.