This Week's Merge: Baiting Fans For Interaction Is Desperate; Facebook Says: 'Stop'
August 27, 2014 at 3:56 AM (PT)
JACOBS MEDIA Dir./Digital and Social Strategies and MERGE author LORI LEWIS writes, "FACEBOOK is coming down on shallow interactions, 'like-baiting,' and 'gate-baiting.' And it's about time.
"I've often said social media is not a volume business, collecting 'likes' and followers, but what it can be is a real differentiator.
"The use of social will either elevate a fan's excitement for the brand or amplify a self-involved one. And in order to get the most out of these platforms, we need to harness our egos and first learn the motivations behind why consumers enjoy their preferred platforms to begin with."
MERGE is written to assist radio and records in the social and digital space.