Why Silent Engagement Is The Best Kind

It’s not all about claps and likes

When it comes to engagement on social media and medium articles, we are all looking at the amount of likes and claps, follower numbers and comments. We use these to gauge how successful our article or post is and how much influence we are having. Whilst this serves to boost our egos, contrary to popular belief, it is certainly not the best way to determine the impact it has had and the benefits that will be born from it.

When you run a business, whether social media or Medium is your business, or whether it’s a means to gain clients or customers, you have two types of people that read your content. Customers and fans. You may think they are one and the same but actually there is a big difference between them and its fundamental that we understand it.

Fans will comment on our posts, they’ll clap our articles, they will scroll through posts gleaming all they can about us and what we have to say, and they will comment and tell us how much they love our work. These people make us feel good. They brighten our days and keep us producing content. However, and here’s the big thing, they will very rarely buy from us.

Then we have customers. Every business needs customers to earn an income. These are the people who we have reached on a deeper level, who have really connected with us and the ones who as a result buy our products and services. But get this, they don’t always comment on our posts.

This will vary depending on the type of business you run, but consider this. I recently wrote some social media posts on anxiety around returning to the work place. My ‘engagement’ in terms of likes and comments was lower than average, however, I know from feedback that the post led to some sales of a course I was running, whereas other posts that have seemed more popular, have resulted in no sales.

So why was this? Quite simply, the subject I was writing about was one that touched a lot of people but it’s also a personal subject. Anxiety around returning to work effects all sorts of people but not everyone wants to talk about it openly. Some people are…

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