Guest blog featured on Business2Community, October 2013: Engaging with your Social Media Audience
Social media is all about engagement. It’s a two-way conversation in real time that involves both listening and responding.
When I talk at events I frequently use the title ‘What’s the point of…’. If I had just one slide and one minute to answer that question it would be with this quote from Doug Rozen, Ex-Vice President of leading loyalty management company, Aimia:
“Today’s approach to social media measurement – racking up the most likes, retweets, followers and recommendations – is the wrong approach. Marketers must define success not by social media activity, but rather by customer value and engagement.”
The relationship building benefits of social media will never be realised with a counter – quality will always win over quantity.