Are likes, retweets, shares and other social engagement metrics valuable to a brand?
If that’s the sole objective, said Scott Becher, chief integration officer and managing director of Zimmerman Advertising, then the “value” is inherent, but if a brand is not moving toward a more personal relationship with the likers, retweeters and sharers, then they are “probably falling a bit short," Becher contended.
“If you’re not finding a way to monetize that engagement, you’re probably missing out on a lot of opportunities,” he said this morning at OMMA Miami, a conference focused on the art and science of digital advertising. “What happens after they like something? What happens if they provide their opinion? Maybe there’s a promotion involved that’s themed toward that content.”
He added: “If you can’t build that, all you have is a bunch of likes and shares, and you can’t do anything with that.”