The whole point of social media is to communicate, whether it is 1-to-1, 1-to-many, or many-to-1. Creating engaging content for your audience is only half the battle; the other half is to engage with them! Engaging in 2-way, responsive and respectful communications builds trust, loyalty and belief in your company and culture. Content is King, but Engagement is Emperor! Engagement helps build the brand in the hearts and minds of those who matter, accentuates PR efforts, and improves the effectiveness of marketing campaigns.