When we think about “hitting targets,” our initial concern is how to define strategies and tactics – which will be the guidelines for this process. That's why the first step is to reflect on the differences between efficiency and effectiveness.
Efficiency is about doing something correctly and is usually related to processes and productivity. Effectiveness, on the other hand, is about doing something the best possible way to achieve the best possible result – “thinking outside the box,” doing things differently.
In practice, the main goal is to focus on the effectiveness of results. And when we talk about the internet, this goal is called engagement.
To define the term, we need to analyze the level of involvement, interaction, and influence an individual has with a brand over time, since engagement makes tangible the intimacy and affinity a brand achieves with its audience.
But how do you identify perfect engagement?
Engagement has become a common word when we analyze data like likes, comments, and shares. It turns out that this, on its own, doesn't mean much. Numbers are cold.
To achieve engagement and make the process effective, it's important to establish an effective connection between customer and brand. It means caring about making content relevant to someone and making sure that, through this interaction, they understand what you're proposing to communicate – whether through an offer, a purchase, a message, a philosophy, a reflection, or even a concept.
It's easy in theory, but thinking through and acting on this process isn't simple. It takes dedication to professionally manage a social network.
Aware of the scope of responsibility and the level of complexity required, at On Marketing Digital we've established an exclusive methodology for social media management, which we believe is essential for an effective engagement result, which we call Social Awareness.
Curious to find out how it works? Then get in touch with us and learn about this and other differentials we offer to the market.
