Abstract:

It's not an 'attention economy' we live in, it's an 'engagement economy'. Engagement is what leads to impact on brand perceptions, yet most brands are still aiming for 'likes' and 'shares' in their social activation. To help brands activate, social media insights needs to move beyond 'counting' to answer some strategic questions. This presentation explores what those questions are, the sorts of analysis and insights they generate, and provide a checklist of strategies that brands can follow to encourage engagement with their social content. It shares how an alcohol brand in Australia learned from these insights, implemented them, and achieved far greater success in the second phase of a national campaign. It will help brands achieve authentic amplification of digital content.