On a trip out west when I was a child, our family toured a mining company and I got a souvenir I kept for years. That piece of Fool’s gold fascinated me. It sparkled and had a shiny luster, historically leading many prospectors into a fruitless search for something elusive. That a was a lesson that stuck with me: “Just because it glitters, doesn’t mean it’s gold.”
In the world of the Internet, online engagement is pure gold. When you’re new to the social media scene, it’s easy to get caught up in the numbers. When you see the staggering number of followers that celebrities have, it’s easy to be lured into thinking that success is all about how many “likes”, “followers” and “friends” you accumulate.
It doesn’t take long to realize that can be the equivalent of fool’s gold. The reality is, you don’t need everyone to “like” you. You need to be heard by the people you can serve, and it’s impossible to be all things to all people.
Engagement means connection, meshing and eventually a commitment. Whether the commitment is someone joining your tribe by subscribing to your newsletter or actually becoming a client or customer, that’s the goal. Conversation that leads to relationship is the pure gold of internet marketing.
Online Engagement: Pure Gold in a World of Baubles
By Beverly Lewis Google