Between 2014 and 2015, there has been a 110% increase in social media messages that require a response from a brand. As we bid goodbye to 2016 and move into 2017, this number is only going to increase even more in the coming years.
Real-time marketing hit the limelight with OREO’s 2013 Superbowl ad, and it has served as a path-breaking example in this arena. As a report by Intelligent Catalyst puts it, it seems to be time that we move further past the one-sided “push” of real-time marketing, to the more communicative “share” world of real-time engagement. It also mentions that fans on social media are looking not just for information, but also for answers, and that discussion and validation are other factors to keep them engaged.
Here are some strategies for businesses to engage effectively with fans in real-time: