What Type Of Social Media Engagement Is Right For Your Brand?

PR COMMUNICATIONS — In a post that addresses the communications professionals' new understanding that there is a need to engage customers within social media, Clark Fredricksen of the eMarketer blog asks "What type of social media engagement is right for your brand?" If you look at Intuit's efforts with social media, the company's preference is to build forum communities where customers and accountants support one another, conversation between Intuit and customers does exist, but the costs for engagement are lowered by managing the community and Intuit advocates effectively. Instead of assuming everyone needs to be engaged, I think companies can carefully plan out how they will deploy their resources for relationship building or community management...