From Like to Love: Developing an Online Engagement Strategy

The numbers are important—likes, follows, retweets all show that your audience is paying attention. It's easy, however, to fall into the trap of thinking that numbers are the only goal when what you really want is something much bigger. Engagement—interaction that is meaningful and advances your organization's impact—is what your communication efforts should be aiming to deliver.

So how do you do that? How do you develop relationships online that your viewers just can't quit? Below we look at two case studies featuring small organizations that have developed engagement strategies that go beyond the usual Facebook post or email blast to generate a virtuous cycle of content, engagement and contributions. For both organizations, the basic rules are the same.