Something I’ve noticed lately on social media has slightly puzzled me. It happens to me, and I’m sure it happens to others. I always post links to my blog on Facebook – it’s one of the tools available in WordPress, and why not?
The link consists of the first words of the post along with any featured image, if I’ve selected one. And it’s an invitation for people to jump across to the blog post and, hopefully, comment on it or otherwise engage.
Except, I find, sometimes that doesn’t always happen. Readers certainly jump across, and some of them comment on my blog. That’s expected. But sometimes I’ll also get engagement on Facebook. And the nature of the comments, often, makes very clear that the person commenting hasn’t jumped across to read the post. They’re just reacting to the headline and the first few words that they see in front of them.
Not long ago, somebody did this and made a comment so egregiously wrong about the post that I responded and suggested they actually read the thing.
I’m not the only one; a US website I write for has the same issue – engagement on the promotional platform, not the site itself. That happens despite the fact that the site has got comment facility and a whole forum for people to engage and discuss matters of interest.
I’m not sure exactly why this happens. Is it because people are so used to simply allowing things to flow past them on social media that they react purely to what they see in front of them, and move on? What does that tell us about how people engage online?
Copyright © Matthew Wright 2019