“Loneliness is a state of feeling that can be changed. People may still feel lonely even among the crowd.” ~Toba Beta
I know that by now you have probably seen the studies and reports, that float around, regarding loneliness resulting from overuse of social media websites. People today are investing more time in their online friends than their friends and family at home, resulting in a decline in face-to-face interaction. This is not the loneliness that I am referring to.
I know that you’ve felt it, we all have. From social media newbies to seasoned pros, we have all had that occasion when we have manufactured, what we think, is our content Masterpiece. It could be an article that we had been researching and writing for a month, a video that we worked on all night, or a Twitter campaign that was bound to dominate the trending topics, and when we released it to our audience, WHAM! The sound of zero content engagement hit you in the face harder than that time Batman slapped Robin for checking in on Foursquare from the Batcave. It gives us the feeling like we are being ignored and we begin to feel lonely.
Does the content that we’ve created really stink that bad, that no one is even throwing a single Thumbs-up on it? Maybe, but I really don’t think that is the case. There are many reasons why this happens, and I will share a couple areas that I analyze when I run into these engagement deserts.
1) CONTENT The first thing to look at when your content falls flat, is the content.
A) Does it fit your audience?
B) Are you talking at your audience or with them?
C) Does the content fit the network that you posted it on?
If the content is not the issue, then it probably has more to do with social habits. I have found that this is usually where these “loneliness” issues stem from.
2) SOCIAL HABITS You will often hear that content is king in social media. I would have to disagree. I believe that when it comes to getting your audience to engage, social habits are as important, if not more so, than the content itself. After all, it is called social media and not content media.
A) Have you been so focused on creating and sharing your content, that you have lost focus on engaging with your audiences content? I have found that when I am in an engagement drought, being more social, returns more social. Do not be afraid to Like, Comment or even share your followers content. It shows that you value what they have to say, creates a culture of conversation and ,an added bonus ,saves on some content creation if you are sharing some good content.
B) A preventative measure that can be taken is to always be sure you acknowledge a follower who engages. If a follower gets no response, numerous times, they will typically stop engaging with that content sharer.
When our content falls short, and we miss our expected mark, the best advice I can give is do not let it get you down, move on to your next awesome piece and always have fun. After all that is why we play this crazy game, isn’t it?
As always, If there is something that you would like to add, or something that you would like me to cover in more depth on a future post, leave me a comment below.
To your success,