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Leah Bassett
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This is a great post -- very insightful. What I find interesting as well is how engagement is related to how consumers recommend products and services to others. If the form and manner of engagement is meaningful and authentic, then there comes a desire to share. Word of mouth marketing has grown so much with the advent of social networking sits and micro-blogs like Facebook and Twitter that sharing is easier than ever before. Although these tools can be fun and useful for driving buzz, the issues of creating sustainable conversation of value should be the foundation of all business online. Everyday, I see brands excited about growing their online presence, but it's all about using the tools and not the strategy and level of engagement behind what makes them successful. Being transparent and authentic are key elements to creating a valuable experience for the consumer.