It seems like a lot of small and midsized businesses are starting to introduce social media into their search engine marketing arsenal. Perhaps it is because of budget restrictions or they just want some of the profound buzz surrounding the social media craze. But what happens once the Facebook fan page is up, but has few fans, Twitter account is up and running, but only a handful of followers and a relatively inactive blog with no comments or feedback? Where to now? In order for Social Media to have compound effect it requires engagement, otherwise you have missed the best effects of both Search Engine Marketing and Social Media Marketing. Engagement says a lot about your brand… and YOU too… Seth Godin in his blog post defined Brand differently than we have thought about in the past: A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another. If the consumer (whether it's a business, a buyer, a voter or a donor) doesn't pay a premium, make a selection or spread the word, then no brand value exists for that consumer.

A brand used to be something else. It used to be a logo or a design or a wrapper. Today, that's a shadow of the brand, something that might mark the brand's existence. But just as it takes more than a hat to be a cowboy, it takes more than a designer prattling on about texture to make a brand. If you've never heard of it, if you wouldn't choose it, if you don't recommend it, then there is no brand, at least not for you. What Does This Have to Do With Engagement?  So basically what he is saying is that if your customers aren't talking about you, they aren't talking about your brand either – both because they are not worth talking about. Simple as that.. Similarly, if you aren't doing anything special, engagement becomes a challenge that even the best of PR can't overcome. The following tips are great for creating many fans on your Facebook fan page: 1. Authenticity. Be yourself. 2. Great Stuff. Have something great, and even if others don't think it is great – sell them on it. You can't motivate fans for an average product. For a great product, you don't need to. They'll come to you. So what is the secret formula required for engagement? Be remarkable, do something worth talking about, build a product or service offering that stands out and away from the pack.