A local expert on the digital industry and principal of Gravina Public Strategies, Curt Mercadante, recently gave a presentation about online engagement at an event hosted by the Charleston Metro Chamber.
The traditional methods of determining whether a marketing strategy is effective are no longer used. This was the premise of Mercadante’s presentation at the small business roundtable.
"Modern communications isn’t just about reaching eyeballs," Mercadante said. "It’s about actively engaging people to become advocates for your company or cause."
Mercadante used this opportunity to discuss the important of building relationships, telling relevant stories and measuring consumers’ engagement. He said that all of this must be accomplished through efficient online campaigns.
"Too many small businesses don't invest time in creating their narrative and building an engaged, active audience around that narrative," Mercadante said. "Develop your story, tell it well and tell it often."
Mercadante’s presentation included what he considers to be the "Four Steps to Effective Digital Engagement," which include engaging your audience, creating the narrative, identifying and creating your advocates, as well as mobilizing your advocates.
This event was one part of the Charleston Metro Chamber’s small business roundtable series. It was held at the Catalyst Center.