How Leaders Can Utilize Social Media to Inspire Long-term Engagement of Customers

Perreault, M., & Mosconi, E. (2018). Social media engagement: Content strategy and metrics research opportunities. Proceedings of the 51st Hawaii International Conference on System Sciences. doi:10.24251/hicss.2018.451

In this research article, Perreault and Mosconi sought to explain the concept of social media engagement and the factors that define it. While this article seems to target organizational firms, its relevance can also be applied to social media leaders. The authors emphasize how businesses can utilize social media to inspire long-term engagement of customers with their brands. The authors noted that engagement on different social media platforms could be assessed using metrics such as endorsements, tags, dislikes, likes, shares, and views. These metrics can be a rich source of market intelligence, especially in understanding loyalty, participation, cooperation, commitment, and satisfaction.  This helps in the understanding of influencer marketing using a communication-based approach. In addition, the article suggests how marketers can use communication pulse to understand the relative strength of their brand and identify its areas of weaknesses.  

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