Trendwatch: Reactivated social media campaigns

Henry Mason

This brief article looks at how brands can turn social media engagement into more meaningful action, such as charitable donation.

Trendwatch: Reactivated social media campaigns

Henry MasonTrendwatching

Capturing the attention of consumers online is hard enough. But once you have it, how do you turn attention into action? How can brands turn social media engagement – the endless stream of likes', tweets and Pins – into something more meaningful? It's a question that is (and should be) waking up marketing professionals at 3am.

These professionals could now take a lesson from recent campaigns from non-profit organisations such as Civil Rights Defenders and Unicef. For non-profits, the challenge of turning digital engagement into action is just as real: they call...

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