Look beyond information to boost engagement

Online engagement stems from three things, writes Richard Millington: the exchange of information, the social babble between friends and the establishment and reinforcement of social hierarchies. Too many brands stick to information exchange, and miss opportunities to strengthen their community members’ ties through off-topic and apparently trivial interactions, Millington argues. “[A]sk people lots of questions about themselves. … [L]et them talk about things that have very little benefit to you or your brand,” he advises.  FeverBee.com


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