In class number seven we discussed the first post-engagement principle, endurance. In my opinion, the best quote from the literature was “Engaging with audiences through social media requires dedication, practice, and perhaps, most notably, an open mind and the patience to absorb a virtual fire hose of streaming information.” (p. 16, emphasis added) I like this quote because it is the easiest to understandable and it is the relatable. Social Media are all about sharing and interaction, so ensure that your content is always fresh and that you engage in discussions with your customers … Social Media is less about explaining why your baking mix, detergent, or shampoo is better than anyone else is than it is about engaging others in open and active conversation.” (p. 66, emphasis added) Social media require enduring participation, not periodic, when convenient engagement. I like the quotes from the literature because they explain how durable you must be in order to engage in and utilize social media to the fullest of your advantage.
The suddenlink, Invisible Children, Grand Old Party (GOP), and the National Rifle Association (NRA) cases were all interesting examples of the first post-engagement principle. The Invisible Children craze was born on YouTube and took off via social media, and although controversial, it’s still a good example of endurance. The articles from the New York Times about the Invisible Children and the GOP were good reads. The NRA bonus case certainly was a treat and I thoroughly enjoyed that case. It was my favorite.
In conclusion don’t expect the audience to follow and share your content if you don’t actively participate in the conversation. Engagement requires dedication. Dedication involves paying attention to details and being sensitive to the larger environment. Unique content means fresh content and freshness is derived, in part, from recency.