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It's Time to Kill Kitty


Many brands continue to treat their Facebook strategy as if marketing has moved no further as an art since the days of glamour models on car bonnets. I’m struck dumb by the lack of meaningful engagement so many moderators offer in their schedule of posts. Whether it be the ubiquitous “win this if you press like” or the “it’s funny because it’s true” sharing of the everyday-odd, I wonder if there is a goal behind the effort.

Of course, in the run up to Christmas, every other brand will be launching a competition in order to extend their fan-base. There’s nothing wrong with that, everyone likes a chance at winning something for themselves in the season of spending. Come January however, when the big bucks have been spent, I think it unlikely that the new fans will represent an increase in engagement in line with the inflated fan figures. I’ve written about the complexity of competition positioning before on this blog, however it’s the lack of ‘engagement strategy’ that worries me more today.

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