Social Media Marketing: The Next Generation of Business Engagement

Part III: Chapter 8 “Engagement on the Social Web”

Chapter Summary
“Engagement” takes on a new meaning on the Social Web—or at least one that is different from what is typically implied in a marketing context. This is because “engagement” on the Social Web—like all other aspects of “social anything”—is defined by participants rather than the creators of a marketing message or software application. In this context, the term “participant” means a customer or stakeholder; the term “engagement” is less about exposure and click-throughs, and instead more about participation in activities that might be described as “I’d actually spend all day doing this if I could.” Getting engagement right is a key to getting social technologies working for you.

Review of the Main Points
The key points covered in this chapter are summarized in the following list. Review these and develop your own practical definition for engagement in the context of a social business.

  • Engagement is a customer-centric activity.
  • Move beyond ratings and reviews—useful as always, no doubt—and get into support services, ideation, and discussions.
  • Implement a strategic approach to social business that specifies a plan to create advocates and then measure your performance.
  • Connect customers to employees using collaborative applications.
  • Finally, it’s still your business. Placing customers at the center of what you do doesn’t mean handing them the wheel.

    Chapter 8 sets up the primary activity that differentiates a social business from all others, engagement, and a collaborative approach to working with your customers that builds your advocates. A business that steadily builds its own base of advocates is a business that steadily and surely wins over the long term.


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