I forget sometimes how much social engagement has not quite reached some of the more niche industries and professions. Perhaps sometimes I take it for granted that people just know what I'm talking about. Call it "tech talk" or "geek speak" it's the language that those of us in the industry sometimes get caught up in.
Nevertheless, even breaking it down, the overall purpose when you engage an audience online are still very fundamental. As such, I'm turned off somewhat by the brands whose first response is "why don't I advertise every time I post a message?" Even after explaining the humanistic approach to building relationships, it's still an issue.
Breaking trends of traditional advertising is typically the first step in grasping online engagement. With traditional advertising, you post your content, send you your message, and walk away; billboards, tv ads, radio ads, newspaper ads. Online engagement will actually demand conversation from the brand itself, and in building relationships it'll be key to discover what YOUR audience wants, not assume you know what they want.
I use the example of them talking with their friends. Before they became friends I ask if they approached these people to only speak about their business. Did you talk to them about your specials, your statistics, your tag lines, etc. Chances are you didn't you found a common bond and used that as a jump off point to build the relationship. That is exactly what social engagement is, no different, except you're doing it with a much bigger audience.
It's the long term return folks. Not an overnight, flip the switch return. Take the time to learn, take the time to understand and don't be afraid to ask questions with the community at large, you'll be surprised how helpful they can be.
Photo Credit DraconisVH
