Engagement is key for effective social media marketing

Posted on January 6, 2010 by jparadis

Yesterday’s eMarketer report, “What’s Working for Social Media Marketers?” show interesting figures.

Here’s some statistics about effectiveness of Facebook marketing tactics:

Effectiveness of social media marketing using Facebook

Looking at the numbers, we see that creating Facebook applications was the most effective tactic. Surveying fans had pretty good results too. Advertising on Facebook is the worst performer.

Usually, a good Facebook application will engage users in a fun or meaningful way. Facebook applications have the potential of engaging for long and can exploit viral channels available in Facebook. I also thought it was the most effective approach in Facebook in the long term since brands can use an application to grow a user base with time. Then, the brand has a base of operation to pitch their fan page, contests or other timely promotions. I’m glad to see that numbers are confirming what I believe.

Here are the statistics for Twitter:

Effectiveness of social media marketing using Twitter

For Twitter we see that try to sell was giving the worst results. The best performing tactics were those involving answering tweets about PR problems or responding to other negative tweets about the brands.

I also like the fact that in-person events are performing well with Twitter. Twitter is always proving to me that it is an amazing bridge between online social interactions and real world interactions. What’s more engaging that meeting persons face to face? Fun stuff!

It’s common sense for people in social media but it proves that really engaging with users or customers is the most effective social media marketing approach.

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