HOW TO INVITE OTHERS INTO THE CONVERSATION ONLINE.
Engagement. I really HATE that word.
Engagement is the most commonly used word for soliciting interaction from followers on social platforms.
Engagement on social platforms is used like fishing.
Bait. Hook. Catch (ie. click, comment, DM).
Toss into the boat or back into the water (ie. pitch a sale).
Over time, the social platform rewards you with a small net.
The social platform rewards you with a bigger net.
The thing no one wants to tell you about this process: those ‘catches’ are HUMANS.
There IS a better way.
Instead of getting caught up playing the fishing for Engagement game, you can instead work to develop relationships that will grow the metrics that actually matter in your business.
There is a simple tool you can use to start developing connections and nurturing REAL, HUMAN relationships.
Door openers are an invitation to a conversation that allows the other person to determine the depth of their response. More than just a simple greeting or passing social response; they signal that you are genuinely open and available to connect (not just sell) and encourage exploration, and discussion.
“You mentioned in your stories that you just started working from home. How’s the transition been?”
“Oh, you like to cycle? I just started. I’d love to know more!”
“I see you prefer podcasts over physical books too. I’d love to know more about why?”
The KEY to door openers is that once the door is open, you have to KEEP IT OPEN, regardless of a pitch or sale.
You don’t use door openers to get Engagement. You use door openers to start developing Relationships.
Some of these relationships may turn into
- direct sales;
- word of mouth;
- answer to questions you have;
- friendships; or
- a conversation.
I’m NOT saying to drop all of your personal boundaries and spend all of your time online talking to everyone.
I AM saying that we need to ditch the “what am I getting out of this” attitude and remember that business is about serving HUMANS. You are Engaging with Real People - so let’s treat them that way.
I’d love to know what you think about Engagement in the comments!