Event Title
Social Media and Consumer Engagement
Location
Hager-Lubbers Exhibition Hall
Description
PURPOSE: The purpose of this study is to review, explore and create awareness in exposing the fact that businesses do share valuable information through social media to engage with consumers, which uncovers a gap in social media research. I tested the hypothesis that as businesses provide valuable information on a continuous basis through social media, it will gain the long-term engagement of the consumers. The literature review reveals a lack of research and data on businesses gaining long-term engagement with consumers through sharing valuable information on social media and exposes the need for a proposed study using the following variables: valuable information via social media and long-term engagement. SUBJECTS: Four hundred and seventy-two various social media managers in Grand Rapids, Michigan were surveyed and a total of eighty-six social media managers completed the survey. METHODS AND MATERIALS: The responses from the social media mangers were gathered through survey monkey. ANALYSES: My survey suggests that social media managers support that providing information pertinent to consumers will keep them engaged for the long-term and that social media managers do not believe that advertisements engage their consumers. Accordingly, an effective practice for a social media manager is refrain from only posting advertisements on social media, but to provide their consumers with information that they can use. RESULTS: This constructed survey revealed that the social media managers trust that what engages the consumer is delivering content that benefits the consumer needs, and not advertisements. Hence, businesses should avoid attempting to build long-term consumer relationships with their customers by distributing advertisements and should distribute to their customer's information that is relevant. CONCLUSION: Businesses should be delivering relevant information on a continuous basis through social media to retain customers for the long-term.
Social Media and Consumer Engagement
Hager-Lubbers Exhibition Hall
PURPOSE: The purpose of this study is to review, explore and create awareness in exposing the fact that businesses do share valuable information through social media to engage with consumers, which uncovers a gap in social media research. I tested the hypothesis that as businesses provide valuable information on a continuous basis through social media, it will gain the long-term engagement of the consumers. The literature review reveals a lack of research and data on businesses gaining long-term engagement with consumers through sharing valuable information on social media and exposes the need for a proposed study using the following variables: valuable information via social media and long-term engagement. SUBJECTS: Four hundred and seventy-two various social media managers in Grand Rapids, Michigan were surveyed and a total of eighty-six social media managers completed the survey. METHODS AND MATERIALS: The responses from the social media mangers were gathered through survey monkey. ANALYSES: My survey suggests that social media managers support that providing information pertinent to consumers will keep them engaged for the long-term and that social media managers do not believe that advertisements engage their consumers. Accordingly, an effective practice for a social media manager is refrain from only posting advertisements on social media, but to provide their consumers with information that they can use. RESULTS: This constructed survey revealed that the social media managers trust that what engages the consumer is delivering content that benefits the consumer needs, and not advertisements. Hence, businesses should avoid attempting to build long-term consumer relationships with their customers by distributing advertisements and should distribute to their customer's information that is relevant. CONCLUSION: Businesses should be delivering relevant information on a continuous basis through social media to retain customers for the long-term.