Across social media, many brands have invested in promotional messages, influencer programs, and content production, however, despite its cost-effective power to build an audience, authentic and well-crafted community management still remains an untapped resource.
As marketers try to quantify and justify the returns on the investment in a social presence, they shouldn’t concentrate on vanity metrics, such as followers or impressions. Instead, they should and do look to engagement. Likes, comments, shares, private messages and click through rate, all present a better view of how your social pages are working for your brand. More than that, the conversations about your company, whether on your pages or in the vast socialsphere give you a more comprehensive picture as to what people think about their experience with your organization. By investing in community management and interacting with your audience, you are able to join or create these conversations, and give your brand not only a voice, but a personality.