Is social engagement really being used effectively?

At The Page Group we always ask the question how our customers can affectively use social media, and are they doing so.  If your program and campaigns are not thoroughly thought out, and you have not established a brand driven social media strategy most companies burn out on social media quickly.  Those who build effective strategies can thrive and build a much more loyal following than their competition.   So it is critical today to be strategic in how you use social media and develop social engagement with your customers.

It should also be noted that you loose loyal customers when your social engagement does not reflect the brand attributes of your company.   If you begin sending content that is random and does not reflect on your brand consumers will check out and not come back.  They don’t want to be interrupted with none relevant content.

Most Top Brands Still Don’t Engage With Twitter Followers

 

Mashable.com

BY SETH FIEGERMANJAN 21, 2014

Taco Bell and T-Mobile have both gained attention in recent months for engaging with customers and other brands on Twitter, but a new study shows most big brands still hold off from the practice.

During the final three months of 2013, 98 of Interbrand’s top 100 global brands tweeted at least once and the average company tweeted 12 times per day, according to data from Simply Measured, a social media analytics provider. However, the report also found that 54% of these Interbrand companies send less than one @-reply per day.

“While top brands are dedicating resources to brand promotion, many aren’t engaging with users in a one-on-one capacity,” Simply Measured’s team notes in the report. One caveat, though, is some of these brands may engage with customers via direct messages, which SimplyMeasured does not track.

 

Simply Measured found that Interbrand companies sent 68,000 @-replies during the three-month period, but half of those came from just one brand: Pizza Hut. Simply Measured notes that “this level of involvement” helped Pizza Hut become “one of the most engaged brands on the list.”

Top brands averaged 43,100 engagements — favorites, retweets, mentions — per month, according to the report. In total, the 98 Interbrand companies on Twitter posted 129.3 million tweets during this three-month period.