Once initial intelligence is gathered, we set the stage for participation.  The intelligence report created in Stage 1 helps us devise the BEST WAY to engage across multiple social networks and how to publish content with a plan and purpose.

Presence: Beginning with Twitter and Facebook (and later, others) we  explore the reaction your brand and competitors invoke online.  Through strategic engagement we capitalize on your strengths and build brand presence.
Analysis:  We create a review of activity for frequency (the rate of mentions), the state of sentiment, traffic, and size of connections (friends, followers, fans, etc.).

This provides a glimpse into the effect of presence and participation.  To offer your brand creative engagement solutions and to implement effective campaigns, these are important characteristics to observe.  Otherwise, risk getting lost in a vast and noisy social media landscape.

(For the next in this series, check out Stage 3: Conversation & Establishing voice.)