Mar 5 Posted 4 years ago
Hi Ben! Interesting post. My question would be however, why would you limit "engagement" to likes, RTs, etc.? I would even pose another question around what are the goals that are trying to be achieved?
In the words of Jason Falls, engagment is not a goal, it is a result. Engagement is much, much more than likes or RTs, etc. Engagement by definition and according to merriam-webster is emotional involvement or commitment. Liking something or RTing something does not necessarily mean that someone is engaged. Instead they may like something once. It doesn't mean that they are committed to a brand eternally. The same goes for the other things considered engagement.
No, real engagement, the emotional involvement or comitment by a person to a brand ocurrs when you build a relationship. A relationship is about getting to know someone. Listening first and getting to know someone.
Social media is not traditional media where people working for brands push messages. Social media has lead to the democratization of people. Now the consumer holds far more significant power with the ability to respond and express his or her opinion in public.
I agree with the need for data! Absolutely! How do you incorporate the results from full social media engagement?
Feb 28 Posted 4 years ago
Very insightful post. Thank you for sharing!
Webinars On Demand
May 09, 2017With all of the technologies available to marketers today, have we lost that personal touch? Join VP of Content Marketing for ON24, Mark Bornste...
April 05, 2017In the ever-changing world of digital marketing, operational efficiency, quick turn-around times, testing and adapting to change are crucial to...
Video is expected to account for three-quarters of all mobile traffic by 2020. But, creating powerful, effective video requires a significa...
Marketers are constantly seeking to engage with their buyers and drive actions that help buyers move rapidly through their customer lifecycl...