Balancing,Act,Acquisition,vers DIY A Balancing Act: Acquisition versus Engagement in Brand-led
Normal 0 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable{mso-style-name:"Table Normal";mso-tstyle-rowband-size:0;mso-tstyle-colband-size:0;mso-style-noshow:yes;mso-style-parent:"";mso-padding-alt:0in When starting a new work at home business it is very easy to become consumed by it. We spend so much time trying to get the business up and running that we may end up becoming burned out and lose our motivation. There is so much to learn and
0 0 1 393 2241 Punch Comms 18 5 2629 14.0 Normal 0 false false false EN-GB JA X-NONE /* Style Definitions */table.MsoNormalTable{mso-style-name:"Table Normal";mso-tstyle-rowband-size:0;mso-tstyle-colband-size:0;mso-style-noshow:yes;mso-style-priority:99;mso-style-parent:"";mso-padding-alt:0cm 5.4pt 0cm 5.4pt;mso-para-margin-top:0cm;mso-para-margin-right:0cm;mso-para-margin-bottom:10.0pt;mso-para-margin-left:0cm;line-height:115%;mso-pagination:widow-orphan;font-size:11.0pt;font-family:Calibri;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;}There is a very real challengefor brands when it comes to developing a social outreach strategy acrossFacebook. What is the right way to go about it? Is the objective to continuallygrow acquisition or is to engage the existing audience? These are questionsthat many brand marketers are continually asking as they seek to develop theirsocial media strategies, and unsurprisingly, the most common answer seems to beboth; continued acquisition but with ever increasing engagement rates.Naturally, an ever growing butincreasingly engaged audience is the nirvana. However, setting the objectiveand achieving it are very different things and it is a strategy that requires asignificant amount of balance, for a number of reasons.With the introduction of theFacebook Edgerank algorithm, which effectively rewards brands that offerrelevant and engaging content to their audiences, clearly there is arequirement for posts and status updates to drive as high engagement rates aspossible (Edgerank assesses the relevance of posts by the number of responsesand interactions it drives amongst the audience; if the audience is notresponding to brand posts, those posts will gradually be filtered out ofaudience news feeds, effectively reducing the real audience size). The greater the interaction and engagement,the greater the real audience. As a result, there is an argumentfor brands to focus on their crown jewels;the posts that continually produce the highest amount of engagement. However,whilst that strategy will seek to ensure that core fans continue to receive thecontent that they want or like, and brands can offset the potential forEdgerank to turn fans off, if brands are not providing varied content, theyrisk not engaging with anything but the core fans, and if one of the objectivesis to continue to grow their audience base, this will have an impact.It is therefore a question ofbalance between high engagement posts that appeal to the core audience, as wellas varied, more general posts, that are designed to appeal to the wider fanbase and convert those fans to become core contributors. There is no magic wand in socialmedia. It is a question of testing what works and what doesnt work so well,added to a meticulous level of analysis and the flexibility to adapt to thefindings. There is no perfect recipe for how many posts should be issued thatare categorised as appealing to the core fans and how many are varied to attracta more general audience. Its a balancing act, but a necessary balancing act ifthe objectives are to continue to increase engagement in addition toacquisition.
Balancing,Act,Acquisition,vers