Linkedin, rosé, and the world’s longest cat.

Greetings from the frozen tundra of NYC where all the members of our office are bundled AF. Especially Charlie, who can’t understand why we can’t turn the heat up outside when it’s time for his walk.

LHC has some massive news this week, which is that we bought a mini fridge, and not just any mini fridge—this one is RED. Not only that but because we are a woke workplace we've pledged to stock it with rosé and San Pellegrino so as to combat any bro culture creep.

Besides that exciting tidbit, our corporate overlords are on a mission to grow the newsletter! So if you like what you're reading (and really, even if you don't), please send this link to all your homies. If you’re feeling really jazzed and generous, give us a tweet or a Facebook mention while you’re at it :)

On to the #content: 

The most meaningless metric

Last week, without warning, our Linkedin page was flooded with messages from seemingly random people from our past. It was, we later discovered, Lighthouse Creative's first birthday—or in Linkedinspeak, we were celebrating a work anniversary—the fact of which the robots that run the LI newsfeed thoughtfully saw fit to inform the world about. YAY FOR ENGAGEMENT!!!

We wise Thought Leaders love to talk about how engagement is the best measure of audience interest. In a digital world where everyone is competing for a finite amount of attention, it's sort of logical that content effectiveness would be best measured by level of audience interaction. Or, as some idiot once wrote:

"Effective engagement measures three things: reach, engagement, and influence. In short, how many people saw your content, how long they spent with it, and how they reacted to it."

Makes sense right? But turns out that engagement itself is not that effective. In fact in most cases the content that’s the most engaging is also the most meaningless. 

Have a birthday on Facebook and watch the well wishes flood in from people you don't care about. Sunset pic on Insta? Likes galore. Retweet if you like summer! Happy work anniversary! These are the kinds of things that people "engage" with, because it turns out people are kind of basic. 

And since engagement is the key metric that brand marketers, media execs, and Linkedin product managers are judged by, we find ourselves in a spiraling whirlpool of mayonnaise content whose banality whose is only matched by its depressing predictability.