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.
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.