ABSTRACT
This chapter explores some best practices and opportunities for creative engagement in social media. In addition to positioning the brands persona through creative tactics, social media strategists should also purposefully develop connections and conversations between the individual members of the brand community as part of a campaigns strategic design. Having addressed writing for social media and credible engagement methods, the third and final area to consider in designing meaningful communication is an analysis of brand positioning and creative strategies. Trustworthiness in social media means the organization using social media is perceived as honest, reliable, and possessing integrity. In campaigns that are designed to foster conversations among the social media world, the development of hashtags is crucial. Social media engagement is most powerful when it focuses on relationships, developing written and visual content around the values of the online brand community. As prosumers, they want to have a direct say in the focus, objectives, and future of organizations or brands.
