What is Blind Engagement ?
Coined by the famous HR marketer Mark Willaman, ‘Blind Engagement’ refers to the practice of artificial engagement with the followers of a brand.
In the good ol’ days, companies used to genuinely connect with their loyal followers and customers. However, with the rise and popularity of social media platforms, it has become impossible to keep up with the ever-growing amount of followers and keep them engaged.
Hence, companies have resorted to using bots and programs which automate most of the functionalities required to engage with the audience. There are programs available which like and follow back as well as engage an audience by thanking them for following the account.
However, this also leads to blind engagement in the sense that these programs might actually follow spambots and even write ‘thank you’ as a reply to a complaint-based comment leading to PR issues.