Chapter 7

Driving Interaction

In This Chapter

arrow Laying the groundwork for interacting

arrow Adopting trending topics as conversation starters

arrow Advocating humor as a means of engagement

arrow Providing incentive for sharing

In earlier chapters of this book, we tell you how to help your brand build trust, maintain a social presence, and create connections as the core elements of social media engagement (SME). You can use a combination of these elements to then drive interaction, which is the topic of this chapter.

On the surface, as we initially discuss in Chapter 1, SME consists of reactions, interactions, and actions. A reaction is a fan’s quick-and-easy response to the content you share by way of social media, such as liking and favoriting. Interaction, which is ongoing (ideally), is the daily, back-and-forth communication between you and the members of your online community, your customers and prospects, and even the public at large, if you cast a wide net. Interaction isn’t only the icing on the cake — it is the cake. An action — which requires the most effort on the part of your audience — ...

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