Connecting with, building rapport, developing relationships, creating brand champions and responding to issues are some examples of social engagement. Tips to building engagement include:

• Know Thy Audience

  Buyer personas are key

  Archetypes are a great way of categorizing, and understanding, the people you're seeking to engage with on social networks. Be aware of what motivates them, what they fear, how they spend their time and what you can do to make their life better.

• Respond Kindly

  Listen and share key content

  Listening to your audience, then responding to, retweeting, sharing, pinning, and generally acknowledging their value is a great way to show your likeable side.

• Know Your Voice

  Maintain a consistent voice

  Every business has a 'voice', or personality, which includes style, attitude, position, manner, word selection and more. Keep it consistent, real and representative of the company, as each organization has a unique voice.