Social Media: Short Term Wins vs Long Term Engagement

“Short-term wins can be great for generating buzz and grabbing attention for your brand. But to create long-term engagement you need to put the customers at the center of your strategy and provide something that is relevant and useful to keep them coming back. Marketers must understand how and where customers want to interact with their brand in order to add value. Are your customers creators, observers, or information-seekers? Do they prefer engaging on Facebook, on a Web site, on a mobile phone, via email?”