Even as social channels are proliferating, engagement is dropping. Columnist Blaise Lucey discusses the reasons for the problem and what marketers should do in response.

Does your brand’s Twitter account seem like a ghost town? How about your Facebook and LinkedIn page?

If you’ve noticed a drop in social engagement, web referrals, blog traffic and shares, you’re not alone. Buffer lost nearly half of all social referrals to the brand blog from 2014 to 2015. Facebook referrals to the top 30 major publishers dropped by 32 percent from January to October 2015, according to SimpleReach data published by Digiday. Early in 2015, Forrester discovered that user engagement on brand social content continued to fall.

The worst part? Companies are creating more stuff than ever. They’re investing in social, they believe in content, but they’re seeing less ROI (return on investment) from more effort.

We’re in the midst of an engagement crisis, because the number of channels is growing, but marketers are doing the same thing as before. And it’s going to get worse before it gets better.

So what’s happening? And what’s the solution?

For the full story: http://marketingland.com/engagement-crisis-content-marketing-social-media-happening-fix-166257

And more on Social Media: http://jeremywaite.tumblr.com/post/51674205690/the-80-rules-of-social-media