As companies explore distribution options and make content available across multiple platforms, many of them miss a key perspective in regards to multiplatform distribution — engagement.
‘Engagement’ has become a buzzword in the social media world. While it is a buzzword and is used carelessly in many situations, it simple means audience interaction — positive and negative.
A lot of companies try to sell social media services, but at the end of the day, all they deliver are pageviews and impressions. In order to build a business from social media, companies need to interact with the end user.
Ask the hundreds of social media firms as to what they sell and more often than not, they’ll try to sell you advertising services. Advertising on Facebook is not social media. Neither is advertising via Google. Advertising should be separate from social media marketing activities. They serve different purposes and as such, need to have different goals.
How do you encourage engagement? Interact with your customers. Listen to your audience. These activities alone will change perception and can have a significant impact on your business. While multiplatform is important, multiplatform with engagement is the key.
