Menu:


Return in Engagement
It is very popular to state that you should Engage with your customers in social media. Yet not every form of Engagement is Valuable and delivers an ROI. From tests on OpenNetworkers.info
we can conclude that:
  • the Engagement should be targeted to the individual fields of interest
  • It should add Value 
  • The more personal an Engagement is, the better your chances to add Value (a 'Skype videoconference' is more personal as a mere 'e-mail', because it is instant and you can see the other person)
  • Some Brands and products need more Time in Engagement than others ('Apple' or 'iPad' is more popular than 'IRS' or 'financial advice'
  • It is much more accepted that Engagements that are product oriented should lead to a return in Value (payment online) than service oriented Engagements ('financial advice').
So beware of just accepting the general idea of Engagement as a best practice for social media, it is not only insufficient, it is superficial. Always set your Goals in advance, measure your Time and resources spend and compare it to your normal costs of (e.g. offline) Engagements.


Picture