I've been chewing on this idea lately. Maybe it's because of WOMM-U in Miami last week or maybe it's the conversations we've been having with marketers on the brand side of things. But both the terms "participation" and "engagement" are being throw around a lot these days. And they're also being interchanged - which I think is a big mistake and is further clouding the word of mouth marketing waters.
Because there's a difference. Can you tell me which word belongs to which definition? One is "to take or have a part or share, as with others; partake; share" and the other is "to occupy the attention or efforts of."
When you go to your meetings today, you'll see the difference. It's between those that are sitting in the meeting - and participating by just showing up - and those that are adding to the conversation because they are engaged. In other words, you can participate without being engaged. Engagement is the step beyond participation.
So many companies are just seeking participants in their word of mouth and social media efforts. "Come participate in our campaign. Upload your videos and pictures. Come on, be present, so we can count you adn your eyeballs for our metrics." But those that engage - those that earn "the attention or efforts of" (especially the efforts), are the ones that are building something that will last. It's the beginning of a movement. Which would you rather have?