(^203) ■
ENGAGEMENT ON THE S
OCIAL W
EB

8

Engagement on the

Social Web

“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 con-

text. 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 cus-

tomer 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 get-

ting social technologies working for you.

Chapter Contents

Engagement as a Customer Activity

Engagement as a Business Activity

Putting Engagement into Practice