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Purpose
This paper aims to identify the characteristics of enduring audience engagement through social media.
Design/methodology/approach
The approach is to examine recent examples of successful social media practices to identify common characteristics.
Findings
The most common characteristics of successful social media engagement include continuous beta, co-ownership, room for error and convenor-ship.
Originality/value
The author’s analogy of successful social media to the biophysical phenomenon of entrainment is an original insight into social engagement.
© Emerald Group Publishing Limited
2016
Emerald Group Publishing Limited
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