Engagement

The social web changes the whole marketing game by making it participative. You're don't just want to get people interested, you want to get them involved. At the very least, encourage people to bookmark your site in social bookmarking services like delicious. Give them opportunities to rate, vote and comment on your content, whether that's on your site or elsewhere. Create fan communities in the social networking spaces and encourage your friends to promote your cause. Online marketing can be a good place to experiment with user generated content. Need a logo? Ask your users to upload designs. This pattern can be applied to campaigns themselves. At the most fundamental end this can become a process of open innovation, where you are using the web to open up your campaign to become the collective endeavour of you and your supporters.