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The Engagement Fixation: Community vs Channel in Social Media Marketing

Explore the impact of engaging a smaller, targeted social media community over a larger audience. Learn why quality engagement matters for brand value. Insights from Napkin Labs Study. Presented by Renée Mellow, Associate Director of Social Media at Mindshare Canada.

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The Engagement Fixation: Community vs Channel in Social Media Marketing

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  1. Facebook: Channel vs. Community Renée Mellow

  2. @ReneeMellow • Associate Director, Social Media • @MindshareCanada • Facebook.com/MindshareCanada

  3. COMMUNITY 90% CONTENT CONSUMERS 1% HEAVY ENGAGERS 9% LIGHT ENGAGERS

  4. The Engagement Fixation Result: Large percentage of negative feedback

  5. “With so much focus on growing ‘bigger’ social audiences, we have to stop and ask what really drives value for brands.Is it really broadcasting to the largest audience possible?Or is it more valuable to engage a smaller group of core and targeted customers?”* *Napkin Labs Study

  6. Facebook as Channel

  7. Facebook as Channel

  8. What Makes Social Different than Other Channels? Lovely Former Colleague Friend Giving Advice

  9. What Makes Social Different than Other Channels?

  10. What Makes Social Different than Other Channels?

  11. @ReneeMellow

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