The Expectations of Engagement

Brands talk about engagement, and they’re going on social sites to get it, but engagement is a two way street.  Consumers are expecting a lot in return for friending a brand.  Leaning about specials, getting coupons, etc were a top motivator. A survey by MarketingSherpa found, reported eMarketer,  that learning about new products or features drove activity to almost as large an extent.  The study looked at daily social media users, and what they call “max connectors”, those with more than 500 friends, and found that the hefty users were more apt to be driven by inside information than they were by deals.

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