28 Apr '14, 12pm

Are Brands Measuring the Wrong Type of Engagement? A Red Bull Case Study

Are Brands Measuring the Wrong Type of Engagement? A Red Bull Case Study

Visually, the thumbnail and video are stunning and the share counts are outrageous. But 172 comments without a single response from the Red Bull account or a community manager, leaves additional reach and brand equity on the table. Further examination shows the same absence of follow-up brand engagement on blog comments , Google+ and YouTube. What if instead of focusing on inbound engagement, our metric was outbound brand engagement? Outbound Brand Engagement Most brands don’t have the capability to create the media that Red Bull does. Please understand, this isn’t a knock on Red Bull as a media company. Just an idea, for one simple tweak in their social media strategy, which could take their reach to a whole nother level. Instead of flailing at KPIs we have indirect control over, such as Likes, Tweets and +1s, why not focus on a metric we drive through our own actions eve...

Full article: http://www.searchenginejournal.com/brands-measuring-wrong...

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