Too often, organizations see an arithmetic connection between the resources allocated to a task, and the return on investment from it. Chasing the digital holy grail of engagement is no different.

Here is the logic:  Twice as many likes, comments, and shares will yield twice as much engagement.  And to generate this twice as much, we need to double the amount of content generated and double the community management effort.  And to really be effective, we should double the ad budget to drive people to each digital venue in the first place.

While Twice as much can generate Twice as much, at what cost?  And are there other, more sustainable ways to generate brand buzz and engagement?  Here are three fundamental factors that can:

1. The power of the internal network:  What strategy and initiatives are in place to empower employees to willingly spread the message and join the external conversation?  The larger your organization – and more passionate your employees – the greater their impact on engagement.
2. The power of the external network:  What strategy and initiatives are in place to empower members, suppliers,  clients, and other stakeholders to willingly spread the message and join the conversation?  If you  invest in helping them be more effective using the tools to achieve their objectives, they will be equipped – and more open – to using the tools to help you achieve yours.
3. The power of marketing automation:  What strategy and initiatives are in place to use your “big data” to improve service quality,  improve responsiveness, and automate your follow-ups.  Marketing automation isn’t just about warming leads, and scaling follow-ups, but it can just as easily drive users to your digital platform(s).

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