The Social Web and Engagement
The next section offers a conceptual framework for comprehending how social technology adoption and related processes enable the crucial activities of engagement and reaction. Watch out: It’s a distinct perspective from what is used to define “engagement” in traditional media. When customers participate in an open, participatory social environment, engagement is redefined by them. Take the time to comprehend the four levels of involvement in this context as opposed to the “read-only” scenario in which traditional media defines “engagement.”
Engagement on the Social Web means customers or stakeholders become portico- pants rather than viewers. It’s the difference between seeing a movie and participating in a screening of “The Rocky Horror Picture Show.” The difference is participation. Engagement, in a social business sense, means your customers are willing to take their time and energy and talk to you—as well as about you—in conversation and through processes that impact your business. They are willing to participate, and it is this par- titivation that defines engagement in the context of the Social Web.
The Process of Engagement
Engagement is crucial to the development of social business and the efficient use of social technologies. Social technologies, in contrast to traditional media and the selling procedures based on it, emphasize collaboration above exposure and impression. Collaboration amongst consumers took off in the first wave of social technology—social media and the increase of personal activities (like friending) that happened on the Social Web—as they realized that by sharing experiences they might (collectively) make better purchasing decisions.