Engaging through social media
When asked, 'what is the best way to engage followers of an organization through social media?' I would most likely respond with:
Start by assessing if there is an active presence by current or potential supporters of the organization on social networks.
Clearly define what the organization would like to gain from actively (underscore actively) participating in social networks, AND how the audience will benefit.
Answer the question, "what will they listen to?".
The organization mission or goal can't be a simple "to get more people interested, raise awareness, or raise $$". That is easily ignored. People are bombarded with advertising, messages, videos and other pieces of content designed to grab their attention. We tend to believe we know what our supporters and consumers want to hear, but are we sure we know?
Engagement on social media, and in person, has to have meaning and purpose. To be effective in attracting and engaging through social media, an organization must delicately balance the audience behavior with the advancement of the cause.
What works online (and in person), can vary greatly by organization. Once the reasons are clear, engagement can begin with clever games, tips, and allowing the opportunity for supporters to share their story and what the organization means in their own words.