Totally agree with you in this one Dave. In our company, we were having problems related to this topic: we produced a lot of content but we weren’t getting the engagement we expected. Then we switched to a more person to person communication, and the engagement started to rise.

We introduced Whatsapp as a way of getting in touch with our customers (we created groups in which they could talk with us and to each other), we did a lot of Q&A via Instagram Direct and we asked them to share their stories with us (we thought that we could use these stories later as a powerful content).

Definitely, nowadays, connection is king.