This presentation discusses the Wheel of Social Media Engagement in depth. Looking at all of its parts, it is a conclusive look at the topic.

1. The Wheel of
Social Media
Engagement
-Cordelia Freckman-
Foundations of Marketing

2. What is it?
The Social Media Wheel of
Engagement is an outline created by
marketers to show the effects that
come from social media, but also the
things that tie it together to make it
work. It is comprised of five parts:
● Information
● Connected
● Network
● Dynamic
● Timeliness
Each of these parts work together to
create engagement in social media
posts, as it helps to create profit for
companies and business.

3. Who Can Use “The Wheel”?
It is utilized heavily by brand marketers, or even influencers, but it can
appeal to different genres of marketing. However, it truly is a good basis
for any marketer who depends on engagement, which is practically every
marketer.

4. Let’s Break It Down
Even Further…

5. Step One- The Information Effect
The Information Effect is known as
“the outcome of digital marketing in
which relevant information is spread
by firms or individuals to other
members of their social network”
(McGraw-Hill). Information may be
the most important part of the wheel,
as the information is the content that
the company and marketers are trying
to share. The information is the
company’s message or what they are
trying to get the engagement with.

6. Step Two-The Connected Effect
The Connected Effect is “an
outcome of social media that
satisfies humans’ innate need to
connect with other people”
(McGraw-Hill). Engagement is built
on the idea of interaction, and the
connected effect is dedicated to the
need of interaction. Humans need
interaction, so it isn’t surprising that
to build engagement, the marketer
must find a way to satisfy the
human need of connection.

7. Step Three- The Network Effect
The Network Effect is “the outcome of
social media engagement in which every
time a firm or person posts information, it
is transferred to the poster’s vast
connections across social media, causing
the information to spread instantaneously”
(McGraw-Hill). This aspect of the wheel
helps to spread the word of whatever the
company is trying to achieve, and is a bit
intertwined with the information effect. It
can also be the least, and even most,
reliant on social media/ digital marketing.
Word of mouth can help engagement
spread, but so can different
advertisements and messages posted on
the social media. This is the glue of the
wheel.

8. Step Four- The Dynamic Effect
The Dynamic Effect “describes the way in
which information is exchanged to
network participants through
back-and-forth communications in an
active and effective manner”
(McGraw-Hill). Because of this natural
“back and forth”, engagement is
promoted further and it can help
customers get more involved with brands
to prevent mistakes in the future
(whether if that’s in product, service, or
even advertisement). In addition, this
effect can help to measure demographics
to help further engagement.

9. Step Five-The Timeliness Effect
The Timeliness Effect is “concerned with
the firm being able to engage with the
customer at the right place and the right
time, which is anytime, from any
location” (McGraw-Hill). This facet of the
Wheel is heavily based on the
accessibility of the company and what it
is trying to achieve. Being able to be
available at any time to help with any
problem that may arise with the product
helps to create engagement with the
customer and the business because it
shows that the company is willing to
help at any time.

10. Why is “The Wheel” Important?
The Social Media Wheel of Engagement is important because it helps to give a written
explanation as to what media marketers need to focus on when trying to create engagement
within their project. The Wheel is not overly deep in meaning, but it does give a good base
layer of what one can look for. Also, as we move further into the digital age, it remains
relevant to marketing now and what it will become.

11. What Can We Take Away From This?
● “The Wheel” is essential when considering digital marketing, and any
marketing that is reliant on engagement.
● It is a good basis for any marketer, regardless of genre.
● The five parts of the wheel include, information, connectedness, network,
dynamic, and timeliness.
● Each part works together to create engagement.

12. Sources:
Peter, J. P., Donnelly, J. H., Pratesi, C. A., & Leo, A. D. (2020). Marketing. McGraw-Hill.
Pgs. 95-101