14 June 2012 13 Comments

Real engagement: How to foster it on Social media

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


Social media is a two edged sword. A brand success on it depends on how effectively it can manoeuvre the rough roads and land at the other side of the river. For most people they want to get it right at once. As a starter it may be possible today because we now have enough case studies to work with. Even though this is possibly, there is no guarantee that a brand may not make mistakes. This is a major reason to prepare for eventuality.

Ask anyone who had been an outstanding success in anything, their roads would have been littered with mistakes, which they learnt from, and used as ingredients for success. Building real engagement on social media platform will require enough efforts. It is not going to be creation of accounts and just activities. There must be proper strategy that will support your actions. A writer once captured my heart when he wrote ‘when you desire engagement, there are signs you should look for…clients on social media will often share with you all kinds of valuable details about their expectations and what they want. All you have to do is listen and focus on translating what you hear into better service and greater satisfaction. That’s real engagement’.

How true! A brand cannot benefit from engagement if it keeps broadcasting without listening. It is not only listening, finding a way to incorporate feedback into organizations’ attribute, actions and service delivery are fundamental to real engagement.  What then will the above required?

It involves networking: A brand cannot hope to be fully engaged with its stakeholders if it stays within its own ecosystem. Never forget that people are influenced by others they feel have a spark of light that over shines others in their environments. Hence there is need for brands to network with influencers and other platforms considered to be held in high esteem by your scattered audience.

Monitor your reputation: Birds of the same feather flock together. A brand reputation must be in sync with what the stakeholders admire. For instance, why does group like Al –Qaeda still have strong followership when it is perceived by many as terrorist? The image and reputation of the group appeals to that section of the crowd hence it keeps getting their loyalty. So a brand reputation that promotes strong engagement must therefore be ascertained and pursued vigorously.

Content Creation and Marketing: In addition to the above, brand cannot build stronger engagement without relevant content which will promote brand education and awareness creation among the concerned audience.  High-value content creation and promotion gradually moves the brand image and perception from acquaintances to avowed family members.

Public Announcement

National Social media conference Lagos Nigeria 2012 holds on June 28, 2012 at Hocal Suites Nigeria Institute of Medical Research, 6 Edmund Street, by Presbyterian Church Of Murtal Muhammed Way Yaba Lagos. Time is 9.00am-3.00pm. The Topic is : Digital PR and Marketing In Nigeria: Trends, Prospects  for Stakeholders. It is free but you must confirm your seat ahead.

 

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