The common elements which connects all these brands are certain engagement practices undertaken by them which set them apart from all the ‘other’ brands in their respective categories

1. What are the best ‘engagement practices’ for a brand?
Some of the most successful brand stories by way of engagement with consumers
include Starbucks, Dell, Ebay, SAP, Amazon etc. The common elements which
connects all these brands are certain engagement practices undertaken by them which
set them apart from all the ‘other’ brands in their respective categories
• Quality supersedes quantity – engagement is not just about one blog on
blogger or one profile on Facebook or Twitter. It’s about your content
connecting with your audience which ofcourse happens when your content is
fresh, thought provoking and you are responsive to your reader’s comments
and critiques. Don’t just talk to your audience, engage with them.
• Online Presence/social media is a key result area for a CEO as well as a
clerk in the organization – Social media marketing for an organization has
ceased to be just a few members responsibility in an organization. Every
employee in organization gets exposed to a certain customer touch points.
Hence, it’s important for every single individual needs to spend a few minutes
each day to create this transparent interface with your audience.
• You may not be the fastest or first one in social media, but you need to
make a start, even if with a small baby step – It may happen that you do not
see many brands from your vertical engaging in social media, but your
audience is active in that space. Don’t wait for others to start the trend, you
take the leap, engage with your user/audience, others will follow the suit
• What’s your sweet spot – a general myth or practice is ‘checking out a social
media campaign for one or two month. How can engagement be just a month
or two month affair? It is indeed a life time commitment and means full
engagement with your audience. Don’t leave them in lurch. Do it limited if
needed, but do it fully committed.
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