When business owners and company marketing departments hire outside firms, such as inbound marketing or social media companies, to manage and implement activities outside of their own core competencies, many often hope the outside firm will take care of the heavy lifting, permitting the in-house staff to be largely “hands-off” in the process.
We recently reviewed “broadcast” vs. “engagement” in B2B social media efforts. In short, I described engagement (in part) as “making friends.” When you engage someone in your social media stream, they're interested in what you have to say. They want to reply. It's a two-way conversation.