Engagement Over Sales: Value Drives Social Media Success

For effective social media engagement, content must prioritize education, community building, and value rather than direct sales. While sales-focused posts fail to generate interaction, engaging content like contests can attract participation. Businesses must recognize that audiences use social media as a leisure activity, desiring authentic interactions over sales pitches. The evolving nature of consumer perception makes it crucial to avoid disingenuous marketing strategies. A comprehensive social media strategy should consist of four pillars: two dedicated to education and two focused on fostering community engagement, along with balanced sales approaches consisting of both hard and soft sells.