The flashing of fireflies

Abstract

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.

Citation

Hirsch, P.B. (2016), "The flashing of fireflies", Journal of Business Strategy, Vol. 37 No. 3, pp. 52-56. https://doi.org/10.1108/JBS-03-2016-0023