Reading the worlds most valuable brands - whose more engaged was enlightening. I will post my thoughts here as I read and circle back to find answers.
The article points out that brands who operate in more channels are engaged deeper in those channels and then points to brands simply learning from their experiences as reason for that engagement. I'm wondering if engagement expenditure could be used as a metric to determine engagement. How much are brands spending to be engaged? Are brands finding a better return at higher levels of engagement?
Financial performance correlates with engagement. This may be correlation but it is too hasty to derive causation.
I love Starbucks high engage meant focus on building relationships and not using social as an outlet for marketing. Huge payoffs with that philosophy and obviously it works with their score and limited staff. Kudos.
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