As a rising public relations star, a topic that is weighing heavily on my mind is that of social engagement. In case you aren’t in the know, social engagement is the interactions that a company has with their customer on social media platforms. There are four different levels: no engagement, partial engagement, modeled engagement, and social customer engagement. The scenario to strive for is social customer engagement, because at that point you know exactly who you are targeting with your posts, how many of your posts are reaching an audience, and how those posts are linked to the business you get.
At my current internship, we use a platform called Radian 6 to track social media connections. Mentions of the company across social media platforms are transformed into easy-to-read graphs and charts. However, in my opinion a strategy to maximize business value through social media interaction is somewhat unobtainable.
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