The document discusses the "Wheel of Social Media Engagement" which has 5 components - information, connected, network, dynamic, and timeliness. It explains each component and how they influence a business's engagement with customers on social media. For example, the information effect discusses how relevant information spreads from a business to others, while the connected effect talks about how social media satisfies the human need for connection. Together, these 5 effects influence the impact of a business's products through social media engagement.

1. The Wheel of Social Media
Engagement
By: Caroline Darnell

2. What is the Wheel
of Social Media
Engagement?
● “Social media engagement
offers a profitable way to
engage customers by taking
into account their current
behavior while also setting the
stage for future behavior”
(Grewal and Levy 95).
“The Wheel of Social Media Engagement”

3. 5 Components of
the Wheel of Social
Media Engagement
Include...
● Information
● Connected
● Network
● Dynamic
● Timeliness

4. The Information Effect
● Relevant information is spread to
other individuals by a firm of
individual
● The impact of the information
depends on the context and the
receiver
● Marketers present the information
in a humorous way to appeal to the
receiver
“The Information Effect”

5. The Connected Effect
● Fulfils human’s intrinsic need to
connect with other humans
● This connection is bidirectional:
people learn and see their friend’s
interests and hobbies, while also
sharing their own.
● People connect on social media by
sharing posts, creating posts, and
interacting with other posts.
“The Connected Effect”

6. The Network Effect
● Explains how information posted by
a firm is spread through it’s
connections across social media
● The credibility and influence of a
firm’s connections will determine
the overall influence of the original
post
● Some companies use celebrities to
enforce their products, in order to
reach a larger network “The Network Effect”

7. The Dynamic Effect
● Explains how the e back-and-forth
exchange of information between
network connections is “in an active and
effective manner” (Grewal and Levy 98).
● The back-and-forth exchange encourages
engagement, which ultimately
encourages more people to buy a product
● Can provide firms with ways to make their
products better suited for the consumer
in the future
● Examines how people’s interests change
and how that affects what they interact
with
“The Dynamic Effect”

8. The Timeliness Effect
● Explains how firms must be able to
connect with consumers 24/7 from
any location
● A firm’s effective influences a
consumer’s decision to purchase a
product
● “80 of people expect a response to
social media complaints within 24
hours, and 50 percent of them will
not buy from companies in the future
if there is no response” (Grewal and
Levy 99).
“The Timeliness Effect”

9. To Recap... A business or firm’s engagement with it’s
consumers and/or other connections
through social media influences the
ultimate impact of their product. The
Wheel of Social Media Engagements
explains this through the five effects:
information, connected, network,
dynamic, and timeliness.

10. Works Cited
“The Connected Effect.” Google Images. https://images.google.com/?gws_rd=ssl. Accessed 3
October 2021.
“The Dynamic Effect.” Google Images. https://images.google.com/?gws_rd=ssl. Accessed 3
October 2021.
Grewal, Dhruv and Levy, Michael. Eighth Edition Marketing. New York, McGraw Hill, 2022.
“The Information Effect.” Google Images. https://images.google.com/?gws_rd=ssl. Accessed 3
October 2021.

11. Works Cited
“The Network Effect.” Google Images. https://images.google.com/?gws_rd=ssl. Accessed 3
October 2021.
“The Timeliness Effect.” Google Images. https://images.google.com/?gws_rd=ssl. Accessed 3
October 2021.