Effective social media is more about a two-way street of engagement than just posting good content

Many news organizations, brands and individuals are all missing the mark when it comes to social media, Andrew Pelletier writes. While a lot of social media discussion focuses in on the content itself, Pelletier says engagement is even more important. Pelletier outlines four things influential social media accounts are doing, including how they respond to their audiences, why they’re selective about what channels they use, how they act as their own spam filter, and why they dedicate resources to social media engagement.

+ Earlier: Our Strategy Study on the best ways to build audience and relevance by listening to and engaging your community