“Increase engagement” is the cry! But we can’t always say higher engagement is a good thing — and that goes for any social platform or blog.

Top engaging posts are generally the ones you want to replicate and optimize. But – and yes, there is a but — when that engagement is actually negative, then you have an issue. Sure, this is an opportunity to provide service to these people, but you need to also focus on the issues causing this behavior. And more likely than not, this is a business issue, not one that started online on social. If every time you post about a product and people use it as a forum to post negative commentary about that product, then perhaps you should look at the product one more time. Or if you post a promotion and people use that as an opportunity to comment about your privacy policy, then it’s time to revisit your policies. Continue reading “You need to start qualifying engagement.” »