Media Engagement Framework
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The Media Engagement Framework (MEF) is a strategic construct used by marketing professionals to understand the behavior of social-based audiences.
The MEF consists of persona definitions (Individuals, Consumers and Influencers), referenced by the competitive set or constraint that applies to the persona and the measurement framework that might be applied to those personas. It is referenced first at the center of the Marketing Process Diagram, surrounded by the marketing functions of strategy, tactics, metrics and ROI on page 10.
Application of the MEF
editMEF provides a strategic planning construct in which measurements and metrics play a crucial role. Applying the MEF will aid in the development and management an effective marketing presence online that leverages social media to engage a market or audience. By first personifying the audience, the marketer is able to first identify the limiting aspect of the engagements possible with that audience segment and then, understand the type of engagement metrics to apply. Use of listening tools (Google Alerts, Twitter Search, SocialMention.com, Alterian, Radian6, Sysomos, etc.) are employed within the model to help identify the members of the audience segment and to support the formation of other social engagement planning / management tools.
Origin of the MEF
editThe construct was introduced in the book, ROI of Social Media (link below). A book published in 2011 by John Wiley & Sons (Asia) and authored by the team of Guy Powell, Steven Groves and Jerry Dimos.
The MEF was developed in the writing of the ROI of Social Media, between first Steven Groves and Guy Powell. Powell’s extensive background in marketing ROI (prior book authored by Powell was ‘Marketing Calculator: Measuring and managing return on marketing investment’) and Groves deep experience (prior experience as Chief Evangelist for TheSocialMediaBible.com, working with co-author Lon Safko during the books VERY successful launch) and understanding of the emerging applications of social media in business led to a collaboration. Dimos joined the effort as a brand strategist for LiTMUS Group, a global brand consulting firm based out of Singapore. The three of them created the MEF over several months of definition, refinement, client applications and then finally creating its initial form for publication in the ROI of Social Media.
References
edit- Powell, Guy R.; Groves, Steven W.; Dimos, Jerry (2011). ROI of Social Media: How to improve the return on your social marketing investment. Singapore: John Wiley & Sons. ISBN 9780470827413. OCLC 0470827416.
External links
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