The media engagement framework is a planning framework used by

marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...

professionals to understand the behavior of

social media marketing Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for ...

-based audiences. The construct was introduced in the book, ROI of Social Media. Powell’s background in marketing ROI and Groves' experience and understanding of the applications of social media in business led to a collaboration. Dimos joined as a brand strategist for Litmus Group, a global

management consulting Management consulting is the practice of providing consulting services to organizations to improve their performance or in any way to assist in achieving organizational objectives. Organizations may draw upon the services of management consultant ...

firm. The media engagement framework consists of the definitions of personas (Individuals,

Consumer A consumer is a person or a group who intends to order, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities. T ...

s and

Influencer An Internet celebrity (also known as a social media influencer, social media personality, internet personality, or simply influencer) is a celebrity who has acquired or developed their fame and notability through the Internet. The rise of social m ...

s), referenced by the competitive set or constraint that applies to that persona and the measurement framework that might be applied to those personas. It is referenced at the center of the marketing process diagram, surrounded by the marketing functions of strategy, tactics, metrics and ROI. The marketing process diagram describes how the media engagement framework can apply to any strategic marketing activity but was developed to establish a completely integrated framework describing how both traditional and social media marketing activities can be planned, executed, measured and improved.

Application

The media engagement framework provides a strategic planning construct in which measurements and metrics play a crucial role. Applying the media engagement framework aids in the development and management of an effective

online marketing Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to promote products and services to audiences and platform users. ...

presence leveraging social media to engage a market or audience. By first personifying the audience, the marketer is able to identify the limiting aspect of the engagements possible with that audience segment and then, understand the type of engagement metrics to apply. Each persona makes decisions differently about how he/she acts in the social media universe. A framework metric can be applied for each of these personas: *

Endorsement Endorsement (alternatively spelled "indorsement") may refer to a: * testimonial, a written or spoken statement promoting or advertising a product * political endorsement, publicly declaring support for a candidate * form added to an insurance po ...

funnel for

influencer An Internet celebrity (also known as a social media influencer, social media personality, internet personality, or simply influencer) is a celebrity who has acquired or developed their fame and notability through the Internet. The rise of social m ...

s * Community engagement funnel for individuals *

Purchase funnel The purchase funnel, or purchasing funnel, is a consumer-focused marketing model that illustrates the theoretical customer journey toward the purchase of a good or service. In 1898, E. St. Elmo Lewis developed a model that mapped a theoretical ...

for consumers Individuals, influencers and consumers make decisions based on alternatives available to them and constraints put on them. To engage with an individual brands must realize they are competing against the time an individual spends on line. If they find something else more engaging, they will engage with that activity. Brands compete against other brands for the purchases of consumers acting in the category. Lastly, influencers have only so many endorsements they can make and therefore brands compete with other endorsers for the endorsement of an influencer. Use of listening tools (

Google Alerts Google Alerts is a content change detection and notification service, offered by Google. The service sends emails to the user when it finds new results—such as web pages, newspaper articles, blogs, or scientific research—that match the user's ...

Twitter Twitter is an online social media and social networking service owned and operated by American company Twitter, Inc., on which users post and interact with 280-character-long messages known as "tweets". Registered users can post, like, and ...

Search, SocialMention.com, Veooz.com, Alterian SM2, Radian6,

Sysomos Sysomos Inc. is a Toronto-based social media analytics company owned by Outside Insight market leaders Meltwater. History Sysomos was founded by Nilesh Bansal and Nick Koudas. The company is a spinoff of the University of Toronto research pro ...

, Buzzient etc.) can be employed within the model to help identify the members of the audience segment and to support the formation of other social engagement planning and management tools.

References

{{Reflist

External links

ROI of Social Media Community Site
Social media Marketing strategy Management frameworks

Application

See also

References

External links