Comments on: Social Media Engagement Drives Sales, Study Reveals http://www.csdecisions.com/2012/10/26/social-media-engagement-drives-sales-study-reveals/ Convenience Store Community and News Wed, 23 Jul 2014 10:20:00 +0000 hourly 1 By: Ray Renteria http://www.csdecisions.com/2012/10/26/social-media-engagement-drives-sales-study-reveals/#comment-2705 Sun, 28 Oct 2012 20:46:00 +0000 http://www.csdecisions.com/?p=39204#comment-2705 Great piece. I read the original paper and I’d like to react to two points called out in the results: 1. The paper suggests that loyal customers “are already your best advocates.” While I think this is generally true, they’re the best *candidates* to become advocates. An advocate will promote the brand in a consistent way and is more likely to engage other consumers, while a loyal customer may not necessarily do so. In other words, a loyal customer does not an advocate make. 2. “…[T]he findings indicate that … efforts to engage social dialogue can pay off handsomely.” I’ve found this to be true, as well; however, you have to be able to measure engagement. Measuring the engagement levels of content will reveal its true value beyond the mere act of measuring the clicks on it. Furthermore, measuring high-engagement metrics (comments, posts, tweets, replies) is more revealing on how compelling a piece of content is versus “cheap” one-click actions (like, share, favorite). Thanks for calling out the paper. I’ll be talking about it at work on Monday.

]]>
By: Ray Renteria http://www.csdecisions.com/2012/10/26/social-media-engagement-drives-sales-study-reveals/#comment-3048 Sun, 28 Oct 2012 20:46:00 +0000 http://www.csdecisions.com/?p=39204#comment-3048 Great piece. I read the original paper and I’d like to react to two points called out in the results: 1. The paper suggests that loyal customers “are already your best advocates.” While I think this is generally true, they’re the best *candidates* to become advocates. An advocate will promote the brand in a consistent way and is more likely to engage other consumers, while a loyal customer may not necessarily do so. In other words, a loyal customer does not an advocate make. 2. “…[T]he findings indicate that … efforts to engage social dialogue can pay off handsomely.” I’ve found this to be true, as well; however, you have to be able to measure engagement. Measuring the engagement levels of content will reveal its true value beyond the mere act of measuring the clicks on it. Furthermore, measuring high-engagement metrics (comments, posts, tweets, replies) is more revealing on how compelling a piece of content is versus “cheap” one-click actions (like, share, favorite). Thanks for calling out the paper. I’ll be talking about it at work on Monday.

]]>
By: Natascha Thomson http://www.csdecisions.com/2012/10/26/social-media-engagement-drives-sales-study-reveals/#comment-2703 Sat, 27 Oct 2012 00:42:00 +0000 http://www.csdecisions.com/?p=39204#comment-2703 I dont’ see your social media sharing buttons. Maybe add?

]]>
By: Natascha Thomson http://www.csdecisions.com/2012/10/26/social-media-engagement-drives-sales-study-reveals/#comment-3045 Sat, 27 Oct 2012 00:42:00 +0000 http://www.csdecisions.com/?p=39204#comment-3045 I dont’ see your social media sharing buttons. Maybe add?

]]>
By: Natascha Thomson http://www.csdecisions.com/2012/10/26/social-media-engagement-drives-sales-study-reveals/#comment-2702 Sat, 27 Oct 2012 00:41:00 +0000 http://www.csdecisions.com/?p=39204#comment-2702 Thanks for this interesting data. Is there information on B2B also or is it mainly B2C?

Best,

Natascha

]]>
By: Natascha Thomson http://www.csdecisions.com/2012/10/26/social-media-engagement-drives-sales-study-reveals/#comment-3044 Sat, 27 Oct 2012 00:41:00 +0000 http://www.csdecisions.com/?p=39204#comment-3044 Thanks for this interesting data. Is there information on B2B also or is it mainly B2C?

Best,

Natascha

]]>