Social Media Connection vs Engagement
www.intersectionconsulting.comYour organization's number of Facebook fans, Twitter followers or blog subscribers doesn't mean much - the asset lies in the size of your engaged audience.
Just because you have a huge network, doesn't mean you have a community. In order to fuel word of mouth and nurture advocacy, organizations need to:
* Invest resources in learning about the information needs and online behaviour patterns of their audiences.
* Develop pilot projects that test ways to harness and engage influencers.