First things first.
Change your headset – it’s not an audience, it’s a community.
What does an audience do? It watches.
What does a community do? It communicates, engages, and acts.
|Community. From Flickr user Tobyotter.|
How can you start driving your community to engage with your brand?
Monitor conversations – evaluate what people are talking about and why. With this insight, you can understand what’s going on before you get involved – to avoid barging in.
Track – what, when, how much interest, and sentiment. What are people saying about you and how often? Is there a time of day or week when you get more attention? What are people interested in the most, and is that interest - sentiment - positive or negative?
|Community of dogs. From Flickr user Beverly & Pack.|
Look at what competitors are doing – what kinds of campaigns and activities are generating a lot of comments and buzz? Is it positive or negative.
Also, mobile is key. A recent statistic from Motricity that’s been getting some attention? 64% of holiday mobile shoppers plan to shop with their mobile device more in 2012 – with mobile coupons, giftcards, and ratings getting the most attention.
How are you driving engagement this year? Drop me a line and let me know.
My series on 2012 planning
Why you should care more about tablet users