The basis of engagement marketing is… engagement (not surprisingly).
So why do so many interactive, “two-way” blogs think their job is finished when their entry is posted?
Talking Back. It’s a Good Thing.
You can’t engage someone if they think you’re not listening. And in today’s Web 2.0 world, feedback (in the form of comments) is critical.
Otherwise – instead of a two-way, interactive channel – your company (or client) is simply operating another “interrrupt” channel. With little hope of engagement or the formation of an online community.
And that – typically – is the real goal.
So when your business is building a blog (or you’re pitching one), build-in enough project time to reply to comments.
It’s critical, but apparently often forgotten – even by organizations as big as GM.
[tags]Web 2.0, Fastlane blog, online community[/tags]