Engagement reflects the willingness of the various audiences who make up a brand’s ecosystem to interact with it. What ensues is the essence of the Public(s) Relations business: optimising the quantity and quality of interactions between a brand and its audiences, or publics. Two key questions flow from this vision:
+ THE FIRST CONCERNS THE NATURE OF THE AUDIENCES:
Who are they? Journalists, bloggers, opinion formers, institutions, employees, internet users, consumers, prospects... In other words, all those who have a positive impact on the awareness, image and reputation of a brand and thus help its business.
How do you get these targets to engage in a way that benefits the brand? By releasing intelligent and creative content to the right person, at the right time,
via the most suitable channel: engaging content.
#data + #creativity
+ Media engagement equates to a publication following up the release of interesting information to the right influencer, at the right time
+ Digital engagement takes the form of a post, like, tweet, follow, click, view, pin or regram as evidence of an affinity between the content and the internet user
+ Physical engagement comes through the staging of an event, or a street marketing operation in the form of direct contact between the brand and its audiences...
+ Internal engagement is when employees are united around a corporate project
But one thing is pretty much certain: the best proof of engagement will always be a purchase.