It's getting to be old news now that you don't communicate to your customers and members -- you communicate with them. As social media continues to grow, and communication channels like email marketing continue to evolve, the idea that you're simply pushing information to your readers moves further and further into the rear-view mirror.

Involving your customers and members in your business or organization by asking their thoughts, encouraging their comments, and responding to their feedback leads to more engagement. And more engaged customers leads to greater success.

But engagement isn't just about soliciting comments and feedback on Facebook and Twitter. It's about connecting those (and other) social media channels with your email marketing and event marketing efforts, and bringing them full circle.

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