What it means to be engaging
In social media, digital, and marketing – it’s all I hear – “it’s so engaging” or “we must be engaged with people” to have “engaging two-way dialogue”. But ask yourself, do you really know what this molested term might mean? But more importantly, what it means when you’re developing a digital or comms strategy?
Recently, at a branded content seminar, it was Peta Pynta, Director of Sales and Marketing, Neuro-Insight that defined it best for me – not only as a marketer, but as a learner story-teller. Pynta discussed the term from its origins in psychology.
Engagement is a sense of personal relevance.
This deceitfully simple definition has really shaped the way I consider this, and consider marketing communications and messaging. It’s not about how many @ replies on Twiter you get, how many Likes you get on Facebook. It’s about how personally relevant is what you are doing to the community you’re doing it for.
Think about concerts – like Tiesto above – we come together they just play for us, broadcast their sound, their message, their craft – and we watch, and we are absorbed and we are definitely, engaged.