If there is one thing I’ve noticed in social media marketing, it’s that virtually every brand, company, or organization on social is worried to death about being “engaging” (or the lack thereof). There are two issues here preventing ‘real engagement’: first, ‘engagement’ is rarely defined, and two, ‘engagement’ is a two-way street – not the one-way information stream many brands practice on social media. How did 2012 look in terms of being “socially devoted” then?
2012′s Most Socially Devoted Brands
SocialBakers, the social media marketing measurement company based in Europe, has released their Socially Devoted Report for the 4th Quarter of 2012, giving a peek at changes on how brands and companies practice ‘social devotion’ (if such a word could be used).
Some interesting talking points in this infographic courtesy of SocialBakers:
- The average response time on Twitter is far below ‘real-time’ speed, between “almost instant” to a few minutes (mimicking a conversation between brand and consumer).
- Twitter is growing to be a more relied-on customer-service tool.
- Finance-based businesses (such as banks) are seeing more value in being more active on social media.
You would not have a hard time proving these talking points. Consider the following:
- Twitter’s biggest strength – not filtering out news and updates on its stream – may also be its biggest weakness. Just imagine the sheer amount of queries, mentions, and other interactions happening to a customer-service based industry, like a telecom.
- The immediacy of Twitter as a response-platform is brilliant for direct responding – when used smartly and efficiently.
- Currently in the Philippines, only the Bank of the Philippine Islands (BPI) seem to be doing right in terms of social devotion; it actively listens, monitors, and engages on social media.
That said, let’s tackle the initial issues on the definition of engagement and its usage.
If I were to define ‘true engagement’ on social media for brands, companies, and organizations, it would be the quality conversations that arise from how a brand listens/monitors AND reacts properly to what it hears/sees on social. This is why a large but silent community is becoming more and more irrelevant – one may no longer benefit the other (no learning from each other).
Also, to be socially devoted – engaged – is to be in a ‘loving relationship’ with one another. A brand which pushes information/content on social must always be ready to reach on feedback, ideas, and perhaps suggestions from its community. No one likes talking to a speakerphone.
What’s your favorite socially devoted brand online? Please share in the comments!
Featured image by carnero from Creative Commons.
About Jason Cruz
[...] If there is one thing I’ve noticed in social media marketing, it’s that virtually every brand, company, or organization on social is worried to death about being “engaging” (or the lack thereof). There are two issues here preventing ‘real engagement’: first, ‘engagement’ is rarely defined, and two, ‘engagement’ is a two-way street – not the one-way information stream many brands practice on social media. How did 2012 look in terms of being “socially devoted” then? SocialBakers, the social media marketing measurement company based in Europe, has released their Socially Devoted Report for the 4th Quarter of 2012, giving a peek at changes on how brands and companies practice ‘social devotion’ (if such a word could be used)…. [...]