Are You Talking To Me?

Every now and then, an article pops up that makes you put down your coffee, lean in, and mutter, “Well, that’s interesting…” This week, that honour goes to a chunky piece of reading from Forbes Insights on customer engagement. If you’ve got a spare moment—and a caffeine source within reach—it’s worth a look. It’s packed with examples of how businesses are charming customers both online and offline, plus a few tales of how technology has swooped in like a caped crusader to save the day.

But the real gem comes courtesy of the sponsor, SAP, who casually drops this truth bomb: “Customers are now in control of the relationships they have with their favourite brands—not the other way around.”

Translation: Customers have the steering wheel. Businesses are in the passenger seat, clutching the door handle and whispering, “Please don’t crash.”

When Brands Show Up to the Party… and Ruin It

This reminded me of a conversation I had recently about social media engagement. I compared corporate social posts to being invited to a party at someone else’s house. There are lively conversations happening everywhere—people laughing, debating, bonding over shared trauma from assembling IKEA furniture.

And then you arrive.

But instead of joining in, you stand in the middle of the room, clear your throat, and loudly announce: “HELLO EVERYONE, LET ME TELL YOU WHY I AM AMAZING.”

That’s what one-way branded messaging feels like on social media. It’s not engagement. It’s a hostage situation.

Two-Way Conversations: Apparently Still Witchcraft

Robin Croft’s 2013 ethnographic study on consumer networks pointed out that many businesses are still struggling to shift from old-school push messaging to genuine two-way conversation. And honestly? He’s right. Some organisations treat social media like a megaphone they found at a garage sale—fun to shout into, but not something they expect anyone to respond to.

I even know of a government agency whose social media policy explicitly states they should not engage with their audience. Not even a polite “thanks for your comment.” Nothing. It’s the digital equivalent of making eye contact with someone in the supermarket and then pretending to examine the canned tomatoes.

This approach shows a spectacular misunderstanding of how social media actually works. It leaves audiences feeling ignored, disconnected, and wondering why the organisation bothered showing up at all.

This is just soooo engaging!

Customers Are Driving—Brands Should Stop Grabbing the Wheel

As the Forbes article points out, customers now decide the conversation. They choose the platform, the tone, the timing, and whether your brand gets a seat at the table or is left standing awkwardly by the snack bowl.

If we want to be part of that conversation, we need to stop force-feeding content like a parent trying to convince a toddler that broccoli is “fun.” Instead, we need to listen, respond, and participate like actual humans. Broadcasts vs. Boredcasts

For marketers, the message is clear: If we keep treating social media like a one-way broadcast channel, the audience will treat our content like background noise. Or worse—a boredcast.

And once your content becomes a boredcast, you’re not just losing engagement. You’re losing relevance