Having a large Twitter following doesn’t constitute success in social business, a truth we all know but may be reluctant to admit. In fact, even celebrity status on social media doesn’t necessarily count as successful engagement with large communities of like-minded people. In this age of bots and paid followers and payola deals for broadcast tweets, genuine social engagement is hard to attain or even decipher.
What constitutes social engagement?
As social business matures and the use of social technology becomes mainstream, many brands are evolving their goals to broader themes of digital engagement and digital transformation. Engagement is also increasingly used to describe a broad category of capabilities and technology to collaborate with customers and employees, touching on commerce, HR, marketing and even the supply chain.
But much of engagement is still centered around social media where activity nets out to broadcasting messages and offers from individual or corporate brands. And this engagement is frequently measured by things like number of impressions, retweets or new followers. And while these measures contribute to share of voice, they don’t necessary result in high conversion rates or ROI—something many brands aren’t even thinking about yet.
