What is Engagement? – The Holy Grail of Social Media

It’s been an interesting day today. I was reminded of why I love the potential of social media. It’s about connection.

The connection of people with people, and people with business (or business with people).

While many of us aspire to achieve engagement with our audience and to be rewarded with the holy grail of increased sales, it’s unlikely to be achieved in the long term with a singular focus on simply the sale of a product or service.

People become engaged when they feel a connection. Connection happens when people identify with something, when they are interested in, fascinated with or believe in what is going on, want to know more about it, be entertained by, or crave more of an experience. It’s like meeting a new friend for the first time. You can’t wait to meet them again.

This may feel like stepping off into the unknown for traditional business, however the rewards of connection with your audience are worth facing the unknown, taking some new steps and experimenting with engagement.