Originally published at: https://www.feverbee.com/offtopic/
You see it on many corporate facebook pages today.
The social media manager discovered lighthearted, off-topic, discussions boosted engagement metrics. Now most Facebook pages are almost entirely disconnected from any real strategy in the pursuit of engagement. This happens in communities too. You discover off-topic discussions boost activity and pursue more of it – regardless of strategy.
But once most discussions are off-topic, it becomes almost impossible to attract newcomers. Newcomers are attracted to valuable expertise shared by topical discussions.
So you end up with a shrinking group of familiar regulars (and a steady churn to zero).
Off-topic discussions are…