The basis of engagement marketing is… engagement (not surprisingly).

So why do so many interactive, “two-way” blogs think their job is finished when their entry is posted?

Talking Back. It’s a Good Thing.

You can’t engage someone if they think you’re not listening. And in today’s Web 2.0 world, feedback (in the form of comments) is critical.

Otherwise - instead of a two-way, interactive channel - your company (or client) is simply operating another “interrrupt” channel. With little hope of engagement or the formation of an online community.

And that - typically - is the real goal.

So when your business is building a blog (or you’re pitching one), build-in enough project time to reply to comments.

It’s critical, but apparently often forgotten - even by organizations as big as GM.

Technorati Tags: Web 2.0, Fastlane blog, online community