Felix Wetzel: Using Twitter — A Fine Line Between Engagement and Annoyance
Engagement marketing starts with the customer and his desire to engage with the brand. So the engagement starts when the customer seeks the engagement and the engagement stops when the customer has had enough or had his/her problem solved.
The difference that social media has brought (besides the fact that you can now directly deal with customers of different cultures, which presents another completely new set of complexity) is that a brand can engage even when they haven't been directly approached but when they are talked about. Social Media therefore enables proactive customer service and that is the real benefit for a brand.
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The main point to remember: the engagement level is defined by the individual (customer), not by the brand.
