Internet Marketing Digital_marketing_for_dummies | Page 210

Source: https://www.youtube.com/watch?v=svNfpnEr-wY
FIGURE 9-1: GoPro makes a call to action to get its audience to engage with the brand.
On the opposite side of the coin are engagement channels. On these social media outlets,
users primarily engage and connect with others. This is the place where user-to-user
conversations are commonplace. Users carry on conversations and share short-form
content that links to longer-form content elsewhere. A great engagement channel example
is Twitter. Because of Twitter ’s 140-character limit, you often see tweets bearing a snippet
of information with an accompanying link that takes you off the platform and to another
site. Engagement channels are best for social listening, because conversation is paramount.
You find conversations going on between brand and customer, customer and customer,
customer and prospect. These back-and-forth conversations are perfect places to monitor
and respond to your customers and prospects, or even to see how your competitors are
communicating. Because conversation is a native experience, engagement channels are
also perfect places for social networking. Major engagement channels available on the
social web are Twitter, Facebook, and LinkedIn.
Not every social media channel falls into these two categories, but most of those with
widespread usage do. As a marketer on a seeker channel, your priority is to make sure that
users can discover your content when they are performing searches. Engagement channels
are all about listening, sharing content, and networking. Be sure to focus on social
customer service and how often you engage in active conversations with your customers,
prospects, and influencers on engagement channels.