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Not all social media posts are equal / Harvard Business Review

By: Series: Harvard Business Review. 98 : 2, page 25 Publication details: March-April 2020Content type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
Subject(s): Summary: Marketers are increasingly using social media to boost customer engagement, often putting up posts before, during, and after events such as concerts and sports games. A pair of studies finds that tailoring the volume and content of such posts to what happens at the event -- whether a fan's team wins or loses, say -- can have a sizable impact on customer sentiment, an important driver of engagement, purchases, and lifetime value.
Item type: Articles
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Marketers are increasingly using social media to boost customer engagement, often putting up posts before, during, and after events such as concerts and sports games. A pair of studies finds that tailoring the volume and content of such posts to what happens at the event -- whether a fan's team wins or loses, say -- can have a sizable impact on customer sentiment, an important driver of engagement, purchases, and lifetime value.

Business.

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