How engagement beats broadcasting

08/17/2009 | Social Media Today

An eight-week study of marketing messages on Internet message boards shows that engagement-based marketing is much more effective than broadcast-style messaging, writes Douglas White. The study posted about 200 messages each week on roughly 150 message boards, making broadcast-style statements during the first half of the study and engagement-based questions during the second half. During the broadcast portion of the study, posts were viewed under 10,000 times and never commented on, while during the engagement segment, views shot to about 20,000, with about 600 comments.

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