The Technophobe's Guide to Selling with Social Media
WHAT’S DIFFERENT ONLINE: Engagement
A term you see constantly in social-media columns, online “engagement” is a quirky concept and doesn’t really correlate with its offline counterpart. Being engaging in an offline sense basically means “to be interesting and captivating,” but online, it also means to be intractable. Rather than just being interesting, online you have to be interesting in a way that drives interactions with whatever you’ve posted, be it likes, retweets or anything else. These interactions are key for spreading your content virally, but they also increase a follower’s connection to your brand (both literally in the sense that Facebook will show them more of your posts the more they like them, and figuratively in the broader sense of general emotional connection). So, to make your online content as engaging as possible, it not only needs to be interesting, but also highly visible and open to interaction.