Li, whose Groundswell is a great primer on using social media to connect with your customers, is a former analyst for Forrester Research. That means she is comfortable with stats, buzzwords, and long papers on corporate strategy. But as the founder of her own consulting firm and a longtime blogger, she is also a practitioner, which means she knows not only what is supposed to work but also what actually does.
"Engagement is more than just setting up a blog and letting viewers post comments; it's more than just having a Facebook profile and having others write on your wall. It's also about keeping your blog content fresh and replying to comments; it's building your friends network and updating your profile status. Don't just check the box; engage with your customer audience."