Social media marketers often say that content is king. While content is seen as the driving force behind social media efforts and KPIs of social are often linked to how well content performs, we need to take a step further in understanding the behaviour of a brand’s social media community.
People are the driving force behind content engagement, organic reach, relevance scores and the success or failure of any social campaign. Plenty of resources are spent in growing social media communities, but very little is talked about the retention of these communities. Even further, community loyalty and retention are not given the proper importance when it comes to social media management priorities, mostly because there is a lack of research and frameworks around these topics.
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