Finding a good fit
In my previous iMedia article, "6 social media platforms at a glance," I outlined key components and benefits of popular social media platforms. In this article, I'm going to build on that foundation and provide examples of six brands that are effectively engaging in each of those platforms. Armed with real-world examples, your company will have much greater success when engaging across social media platforms.
Engagement leads to marriage
According to a recent study by Wetpaint and Altimeter Group, socially engaged companies are in fact more financially successful than those that are not. "The ENGAGEMENTdb Report: Ranking the Top 100 Global Brands" provided statistically relevant insights into the power of social media, as well as in-depth case studies on brands like Starbucks, Toyota, and SAP. A few highlights from the report that will help frame our discussion include:
- Companies that are both deeply and widely engaged in social media surpass their peers in terms of both revenue and profit performance by a significant difference.
- There is an exponential growth in the depth of engagement as the brand extends itself into more and more channels.
- More touchpoints can present a ripple effect, inducing viral marketing, boosting brand recognition, and driving sales volume.
- A customer-oriented mindset stemming from deep social interaction allows a company to identify and meet customer needs in the marketplace, thereby generating superior profits.
- Engagement cannot remain the sole province of a few social media experts, but instead must be embraced by the entire organization.