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Stand Out Social Marketing: How to Rise Above the Noise, Differentiate Your Brand, and Build an Outstanding Online Presence by Mike Lewis

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CHAPTER 5The Science of Stand Out Interactions

Brian Solis, principal analyst at Altimeter Group and author of the book Engage, defines engagement as “the interaction between a consumer or stakeholder and an organization. It is measured … as the takeaway value, sentiment and actions that follow the exchange.”1

These interactions are the enduring effect of content to motivate an audience to do something—the “actions, reactions, and transactions you can shape and steer,” according to Solis. “This is why we are no longer merely engaging with an audience, but instead, a sophisticated and connected audience with an audience of audiences.”2

Whether by instinct or insight, most social marketing practitioners have a good idea of when and where to post ...

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