Authentic amplification or echo chamber? Generating brand engagement via social media

This article argues that going viral is not enough to create brand impact and that traditional social media metrics that simply count likes and shares do not provide sufficient insight to inform engagement strategies for brands.

Authentic amplification or echo chamber? Generating brand engagement via social media

Anne Rayner

Introduction

Much media planning and evaluation tends to focus on the 'number of eyeballs' reached. Talk is about GRPs, visibility, and reach. In the digital space these tend to translate more to easily measurable proxies for reach such as impressions. In social media we talk about likes, views and shares. Much social media analysis focuses on these types of 'counting' metrics. Because likes and views are measurable, they are often what is managed. Brands aim to maximise likes and shares. In other words, they aim to go...

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