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Consumer engagement 'is key to social media marketing'
Jul 27 2010, 11:13 AM
Companies can make the most of social media by establishing long-term relationships with their customers, an expert has claimed.
Matt Owen, Social Media Producer at Econsultancy, said actually engaging with the audience is the most challenging part of any social media marketing campaign.
Writing on the website, he advised businesses that the key to success is building their own "brand community" on whatever network they choose to target.
This means becoming highly visible in group conversations and responding privately to questions from Facebook and Twitter users.
Companies should also study popular group interests, track previous campaigns and base their future promotions around this information, Mr Owen explained.
"You can develop your own community and give your campaign a massive, lasting boost," he added.
In a recent article for CRMBuyer.com, Managing Director of the Beagle Research Group Dennis Pombriant urged companies not to expect instant results from their social media campaigns.
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