Connection counts online

Daljit Bhurji is right to highlight that follower numbers are not the most important when measuring the impact of social media. How you engage with your ‘fans’ is what really counts.

I am surprised, therefore, that he doesn’t mention how many people are talking about each retailer’s page. One divided by the other gives a good insight into which retailers are having interesting conversations with customers, and those just talking at them. Our view is connection beats collection every time.

Dominic Burch, head of corporate communications, Asda