TNS discovered that 57% of people in mature markets are simply not interested in engaging with brands via social media.
Influencers cannot be selected by numbers. They have to be selected via contextual insight and nurtured into lasting diplomats
Part II of II -
A look at Engagement, the role of Co-Creation and what may really support loyalty.
Social media experts create engaging content and have adapted extremely well to the idea of influence and the need to motivate share-ability. Yes, social media offers advantages. Most notably, ease of convergence across platforms, but can social media support loyalty simply through engagement?
People are changing and everyday life will never remain suspended, even briefly…ever again.
People are increasingly involved in brand activities and are seeking opportunities to co-create. They sincerely take pride in having had an effect on the process. We believe co-creation will support lasting social media connections, create successful dialogues and in the process accelerate continuous learning.
Two brilliant market research firms offered a look at engagement last week. Gallup debunked social media myths and offered direction for companies using social media to acquire new customers/people.
comScore promoted the idea “Early and SUSTAINED engagement predicts effectiveness".
Each share thoughts on capturing attention and the ability for brand messages to become social. The findings are compelling, yet difficult for many to understand. For instance, “sustained” implies connected, a step beyond engagement, and a key part of the collaborative process.
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The goal of social media...should not be thought of as a marketing strategy. Social media should be thought of as an ecosystem…nurturing knowledge, stimuli and co-creation…across any device.
Companies need to prepare for, and bring about, a very different approach to business