Social lurking doesn’t drive value; engagement drives value.

To realize the benefits and seize the opportunities afforded by social media, companies need to use the information and intelligence gathered through social listening.  Another essential component for success: engagement.  Engagement is a differentiator.  In the absence of engagement you are a lurker.  Social lurking doesn’t drive value.  You don’t want to be a lurker.

To realize the benefits of social media and social listening you need to actively engage with customers and others via social media.

What is engagement?

Engagement is the act of interfacing with customers and others via your company’s established social media accounts.  How can your company engage?  Here are some ideas for engagement:

• Ask questions
• Answer questions
• Provide clarification
• Weigh in on a discussion/topic
• Thank followers for their ideas, suggestions, and feedback
• Highlight when/how you have used customer feedback to make changes to a product or service
• Simply let people know you are listening to their comments and feedback.

Social media can be a strategic tool – if used correctly.  Engage, don’t lurk.