Don’t make the mistake of trying to be all things to all people. When it comes to engagement, audience analysis is critical so you can make the best use of the resources you have in terms of time, money, and people. Are you trying to get people engaged to increase exposure? to provide customer service or answer questions? to encourage brand loyalty? to get to know the customer better? Whatever it is you are trying to do, you will need to spend time to create engagement with a particular group of customers or prospects. Figure out who can best further your brand goals and objectives by being engaged, and start there.