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Stand Out Social Marketing: How to Rise Above the Noise, Differentiate Your Brand, and Build an Outstanding Online Presence by Mike Lewis

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CHAPTER 4Stand Out Interactions

If paying attention is the “yin” of social media, interaction is the “yang.” You can’t have a balanced and effective social media strategy without both. Together, they make it work. Interaction defines how you communicate with your audience, as well as how you encourage them to engage with your brand and content. To stand out, you need to ensure that the interactions you prompt are meaningful and remarkable from the perspective of your client base.

In the first two chapters we discussed how paying attention is an “active function.” From the beginning, we know that some sort of action needs to be taken, based on what is being heard (or overheard). Now we can look at the terms of the interaction that follows paying ...

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