Engagement happens where social, blogs music sites and keyword searches meet. What people don't realize about the Grammy's, The Recording Academy is a not for profit company, making the most of limited resources. So, where does the organization spend the dollars? Digital engagement means getting in front of consumers and surrounding the music with conversation to stay top of mind with fans. Evan Greene, CMO of The Recording Academy, admits the organization's search campaigns were limited in the beginning, but that changed.
Laurie Sullivan is a writer and editor for MediaPost. You can reach Laurie at email@example.com.