Not long ago I was watching a round table discussion between some marketing/social media types discussing how to use social networks for marketing. They discussed how this new medium definitely changed the methods of approach, going from the old “canon” model (shoot your ad at as many people as possible) to the “laser” model (searching strategically for your customers amongst the crowd).

One of them came up with the great analogy that marketing in a social media atmosphere is like throwing a party. Because of the way social media is set up, you can’t really broadcast your brand everywhere and so you have to invite people to come to you. Their point: You have to throw a better party than everybody else.

This is a fantastic analogy in my mind but it doesn’t stop there. Once you have everyone at your party are you careful to be a good host?

Too many times I see people get caught up with drawing people into their social network and then can’t understand when their numbers plateau or quickly start to fade. It’s because the audience isn’t being engaged – your party sucks and people are going home early (or worse yet, to another party).

Engagement doesn’t have to be a difficult thing but it does have to be a constant thing. Ask your audience questions; give them poignant content and links to interesting and topical websites. Give them a forum to offer opinions and discuss their ideas.

A good host doesn’t run out of food and drink because if they do, people just leave the party.