According to Wikipedia, “Engagement [in the marketing sense] measures the extent to which a consumer has a meaningful brand experience when exposed to commercial advertising, sponsorship, television contact, or other experience.”
So when you hear the mantra that social media campaigns need to be engaging, what does this require you to do? You already know that content is king. In order to keep people coming back and connecting with your brand in the first place, you must provide some substantive value in the form of awesome content. But what about this whole engagement thing? Is that just another buzzword for great content? Not exactly.
While great content initially attracts your social media following, engagement keeps your following coming back. Engagement is about creating a memorable experience between your follower and your brand. How then, do you accomplish that?
The answer is simple; act like a person rather than a corporation. Nobody wants to interact with a faceless brand. Nobody wants to see an endless stream of bland corporate updates devoid of all personality. Instead, offer the chance for followers to build a relationship with your brand on a professional but social level.
Everyone wants to be heard. At its essence, this explains the quick adoption of social media in the first place, because it provides anyone and everyone with their own gigantic microphone. So embrace it, share stories from your customers, direct message your followers, offer contests, ask questions and above all else, be human.