When engagement starts involving more than just two…

[1] [2] [3]

.. we are hopefully speaking about social media and not a couple, but let’s talk about romantic relationships first.

It all starts with two strangers keen in getting to know one another. They open with following the other, wanting to see every detail of the others’ life. It continues with liking what the other person does, commenting on it and sharing the same interests. Throughout these actions the connection as well as the relationship grows between the two. Eventually the bond gets so strong that they can not even image being without the other anymore. At this point Cartier comes into the game..

Nevertheless, engagement is not only wearing a customized ring. It is a commitment of dreams, love and feelings.

Cartier is a key player when it comes to engagement rings, but do they also know how to drive engagement on social media channels? Let’s take a closer look at the numbers of followers on their as well as on two competitors social media channels to find out more.

When it comes to the amount of likes/followers, Tiffany & Co. clearly wins the race. However, how appropriate are those numbers regarding the quality of the fans?

The size of your audience on social media doesn’t matter if no one is paying attention. In fact, we’ll go so far as to say that how many followers you have doesn’t really matter at all. So it’s time to stop paying attention to your follower counts on social media and instead, spend your time focusing what really matters — social media engagement. [link]

In conclusion, I would say that engagement in social media is not that different from engagement in relationships. Quality over quantity, always!

This post was created as part of the Global Luxury Management Program at the NC State Poole School of Management. All thoughts and opinions are my own.