The research compiled by Figaro Digital and Lightspeed Research threw up some interesting insights into community engagement. Although not groundbreaking in depicting how you would expect a user to behave, it did raise some important questions around evaluating the depth of engagement and the relationship this has with building long term loyalty.
According to the research, 20.6% of respondents stated that the reason they’d engaged (liking, following, commenting) with a brand was because of specific discounts and offers. This was followed by the appeal of competitions (19.6%) and to a lesser …

So as to not replicate the plethora of blog posts covering social media predictions for 2012, I thought it would be worth listing the ten areas I’d like to see develop within the social media and digital comms industry over the next twelve months. In no particular order….
1. Twitter to be able to offer UK case studies for their advertising packages. To date the offering looks unsophisticated with limited results for brands outside of the entertainment industry
2. Brands to get a lot smarter with integrating their above-the-line and social strategies. What really …

I’m sure I’m like everyone else who gets totally irritated by the torrent of notification emails you get generated by comments left on a post you’ve interacted with. When Facebook announced earlier this week that they were testing an opt-out feature for these updates, on a personal level I couldn’t have been happier but from a business perspective this seemed to me another hurdle placed in front of community managers who want to nurture conversations with their fans – basically the largest social network in the world is encouraging people …