User-manipulated content: Planning for the lazy Like button user

Many brands have created microsites or apps with user-generated content at their heart, only to be disappointed by a lack of participation from the 'social consumer'.

User-manipulated content: Planning for the lazy Like button user

Amy KeanHavas Media

Marketers expecting customers to automatically want to engage with their social media campaigns need to rethink their content to cut through the online clutter.

Traditionally – so within the past five years – engagement planning has been treated as a separate skill set, a job title in itself, something that runs in addition to the day-to-day. This, in my opinion, is where many brands and agencies are going wrong.

The mind boggles as to why 'engagement' is viewed as a different discipline on the planning floor, particularly...

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