Many companies want this. If you use social media personally, you probably want this as well. We want interaction because it tells us that we are creating something of value for others.
But in trying to get more interaction, we often ask the wrong question. We ask “How can I get more comments on my blog?”
Instead, we should be asking “How will having more comments make this blog more valuable to my readers?”
Because when you shift your focus to what’s better for the reader, then how you approach comments changes. Think about it, getting 15 comments to a post might be great for you. But if those 15 comments are mostly ‘Dude, great post!’ type comments, then it strokes your ego, but really adds little for the reader. On the other hand, if those 15 comments are all DEEP points that spark and encourage a discussion, then you are creating value for the reader via the comments. Then a discussion is happening in the comments section, and THAT is valuable to your readers.
So when you are crafting an engagement strategy, make a list of the desired actions that you want others to take (leave comments, follow me, link to my site), then for each desired action, list the BENEFIT to that person for performing that action.
When you start viewing your engagement strategy through the lens of ‘what’s in it for them’, then the way you approach being engaging via social media will completely change.