Marketing Week have undertaken a piece of research examining the definition and key indicators of engagement. It reveals that many marketers champion social media because of the ability to track, measure and adapt messaging on these channels.
Of course social media appeals because of its targeting capability, the immediacy of tracking data and the ability to quickly adapt messaging. However I think marketers would also agree that an integrated marketing approach is the most effective way of driving engagement with Social Media being only one part of the marketing plan.
The survey of 585 Marketing Week readers reveals 56.1% believe social media drives the best brand engagement. The vast majority (84%) of respondents class a consumer mentioning a brand on social media in a positive way is an indicator of brand engagement, and surprisingly over half (55%) also count negative interactions. Likewise retweets, shares and likes on social media posts are considered a good indicator of engagement for 82% of the survey base.