The Two Types of Social Media Engagement

The terms "customer engagement" and "social media engagement" have been hackneyed by software vendors, thought-leaders and consultants over the past five years to the degree that it's become confusing for those evaluating software to understand who provides what. Once defined by most as simply likes, retweets and shares, the meaning of social media engagement has split into two directions: outbound (marketing social media engagement) and inbound (social customer service engagement).

Outbound/marketing social media engagement: