Chapter 1

Explaining the Why, Who, and How of Social Media Engagement

In This Chapter

arrow Recognizing the benefits of social media engagement

arrow Identifying the many roles of social media

arrow Deciding how your organization can best use social media

Social media engagement (SME) is the “stuff that happens” during your social media marketing campaigns. SME is an essential part of social media marketing. If you don’t connect with others in social networks — and if they don’t respond to you — you don’t have engagement. Without engagement, you’re simply broadcasting messages that fall on deaf ears. Nobody wants that to happen, right?

In this chapter, we help you start thinking about SME, including the benefits of engaging with customers. We outline who participates in SME. Hint: It isn’t just you. We also introduce concepts that explain how SME happens — or how it should happen — if you’re using best practices.

If you’re being thoughtful about the way you communicate with — and connect with — others online, you’ll have greater success in reaching customers via SME. But first you need to understand what it is, how it works, and what your role is in making it happen.

Seeking the Benefits of Social ...

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