This is our time to engage!

    We are at the beginning of something new and incredible. Social media enable us to earn experience, connections and prominence through engagement and interaction. When you engage, you converse; when you engage, you inspire advocates; when you engage, you create movements. 
So what many brands, companies and organizations are trying to do is engaging their audiences. That’s also what this week’s reading of the book Engage! try to tell us: we should be fully aware that this is an era of engagement!

    Social media has created a new communication bridge between companies and customers, which reshaped the relationship between them. The days of “hear no evil, see no evil speak no evil” have passed without lament. Today, companies and corporations are not in control of their brand or message anymore. Today, they share it with their customers, with public, who can make or break them!

    To engage in the social media and even take the advantages of them, companies have a lot to do. First, companies should build their images and reputations through social media. Social networks are hubs between the company and its customers, so companies should spare no effort to give their customers and the public something to believe in and give some information to let them know that who the company do through social media. Doing so builds an active collective of participants, powered by influential voices. Then, companies should arm their employees, who will help to shape perception, steer conversations, and provide information. Employees should be fully aware that social media is about speak with, not speak at people, and people just don’t speak or hear things in the same way companies speak about their products and services. The truth is that there will be negative commentary. How to deal with different voices and commentary is a compulsory course for all employees. What’s more, companies should also learn from success and mistakes from their peers. Social media also provide a platform between different companies for them to know about and learn from their competitors. Some companies and organizations have created an influential, effective and community-focused social media platform that engages stakeholders while other companies seem behind the times. So, every company should learn from competitors and improve themselves.

When it comes to engagement, Weber Shandwick, a global public relations firm has once pointed out ten rules of engagement for the communication society for our reference:

1.     Get a job: In a world where information comes at us from endless sources, it’s no   longer just about engaging people with a story. Today, we engage people IN the    story. It’s an important distinction.

2.     Get Over Yourself: You are not in control of your brand or message anymore. Today, you share it with your audience. They shape your story, how others see you, and what people say about you. In short, they can make or break you.

3.     You’re drop in the Ocean: People are drowning in content. Be bold and original and be the drop that’s drunk.

4.     You’re Probably on Something: Your audience is constantly engaged with the information, entertainment, conversations and people that matter to them. Your message needs to be where everyone is.

5.     Ask What’s the Insight: The insight is the creative idea at the heart of every campaign. As more and more people participate in it, share it, and advocate it, insights spark movements and transform businesses, brands and issues.

6.     Follow Directions: Every brand, company and organization has a positioning in the marketplace. The content we create is carefully designed to move a brand’s story forward towards a distinct goal.

7.     Be Contagious: To inspire, delight, entertain, shock, captivate and illuminate – whatever it takes to create emotional experiences that drive participation.

8.     Pay attention: Our secret weapon is our Engagement Index. This proprietary tool allows us to monitor the level of engagement, so we know how it’s affecting the awareness, perception and health of your business.

9.     Caffeinate: You can’t go to sleep, not in this world. You must be ready to react and respond at a moment’s notice. Answer, project, update, and argue. Whatever you do, don’t close your eyes.

10.  Hire Us: It’s the engagement era and we practice what we preach. Public relations firm should always believe passionately in engagement, and believes in the power of ideas that grow.

    Engage or die? That is not a question.