Chapter 5
Demonstrating Your Online Presence to Maximize Engagement
In This Chapter
Specifying manageable objectives
Paying attention to online events
Developing a process with a messaging map and calendar
Deciding what to do and when to do it
Your presence in this online space determines your purpose, at least in the eyes of your audience. In this chapter, we discuss the many ways you can manage your online existence, set the expectations of your community, follow up on a regular basis, and create true connections.
A human touch, pushing beyond the logo that defines so many brands and businesses to engage with the audience, captures the feeling that identifies you.
Setting Realistic Goals Up Front
“The start is what stops most people.”
—Don Shula
We suspect that Don Shula, the former Miami Dolphins football coach, might well have been referring to social media engagement (SME) when he spoke of the challenge of getting started. Faced with the head-spinning efforts of maneuvering a blog or Facebook, Twitter, LinkedIn, Pinterest, Instagram, or another of the seemingly unlimited social ...
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