Today, the relationship between consumers and your brand can be approached in a whole range of different ways. It's about more than "like and subscribe". An individual's commitment to your brand is shown in every different interaction: following, commenting, sharing, playing, joining email lists, uploading user-generated content, and more.
You can choose from a range of engagement strategies, according to your marketing objectives. But every strategy depends on first getting the user's attention, and then creating a positive connection between the user and the brand.
Engagement from your online community is a strong indicator of some hard-to-measure concepts - such as brand image, public awareness, target market, or the success of a product launch. An active, engaged community brings a lot of value to the brand at its heart. And we're not talking about the community built by a single campaign; we're talking about a community that grows over time, which shares values with the brand, and which is built on emotional connections.