The value of social media: How Facebook activities increase brand engagement

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds impartial comments and places the article in context.

Findings

Engagement can help strengthen the emotional bond that characterizes consumer–brand relationships. But mutual trust and commitment are fundamental if the customer is to closely engage with a company or brand in the first place. Thanks to social media, establishing this critical foundation has become easier. Social networking is a major part of many people’s lives, and communicating with both firms and other consumers is a routine activity. From an organizational perspective, such channels provide an invaluable means of reaching both existing and potential customers.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2015), "The value of social media: How Facebook activities increase brand engagement", Strategic Direction, Vol. 31 No. 1, pp. 3-5. https://doi.org/10.1108/SD-10-2014-0152