96% of marketers feel social media lifts brands

Brands largely disagree with the belief that conversations in social networks alone drive meaningful business outcomes but they do feel that social media is part of an integrated marketing approach to marketing.  Engagement is not defined by conversations. Engagement is the act of a consumer and an organization or brand interacting within the consumer’s network of relevance through a combination of conversations, content, or related information. Engagement, and here’s the important part, is then measured by the take- away value, sentiment, and resulting actions following the interaction.  Continue reading