Engagement Drivers Haven’t Changed

E ReactionSocial media may continue to evolve, but frankly – humans don’t. Well, at least not nearly as fast. For years people have heard me say, “Consider the E-Reaction to your posts.” Open any social media platform – Facebook, Twitter, StumbleUpon, Digg, etc. Look at all the posts. I bet each and every post will fall into one of the following 5 categories – Ego, Emotion, Entertainment, E-Currency, Education. Those are the 5 ways to get solid engagement.

Since I’ve said every single post will fall into one category you may think, well, then everything gets engagement. NO! Of course not. You must still match the type of engagement to your audience. You probably have various audience segments, and you need to appeal to all of them at some point and time. Non-profits may tend to use the emotional driver. Retailers may use the E-currency or coupon driver. They all work with the right mix of message and audience.

Focus your efforts on identifying how your E-Reactions compare over time with your various audience members and you’ll learn to execute even better.


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