In our book, “Measure What Matters” written by Katie Delahaye Paine, Chapter 5 discusses “how to measure in a social media world” and gives great advice. One of the most valuable pieces of information I felt Paine gave us in this chapter was her explanation of the “Phases of Engagement”. According to Paine, the levels proceed is follows: lurking, casual, active, committed and, loyalist. Paine then goes on to discuss the characteristics of each level mentioned.
I found this information to be very helpful. It thoroughly explains how relationships between companies and customers progress on social media. I had never thought about it before, but building any relationship takes time, and that does not exclude social media relationships. By seeing the levels of engagement in a grid that Paine crafted, it is much easier to understand how a relationship is built online. This will benefit me in my future career should it involve social media and relationship building. These relationships might just be one of the most important aspects of social media marketing. If you don’t have a good relationship with potential customers online, then your company will not be successful in gaining followers and loyalists. It’s as simple as that. Thanks to Paine, understanding how to build those relationships in the most efficient way as well as knowing when to reach out and when to hold back is simpler than ever. I will be taking this knowledge with me into my future.