It may be 2015, but - as with so many elements of marketing - there is still significant confusion around the difference between interaction and engagement. The reason for that confusion is simple; most marketers don't want to admit to not knowing the difference so never get to the heart of the issue.
Interaction and engagement are phrases that have been thrown around in every single conversation since the term social media was coined - they are some of the basics, things that everyone feels they should understand. However, because of the lack of clarity on the difference between them, they have been used and abused to the point that they have merged into one buzz term, losing any real significance or place in a strategy discussion.
The resulting confusion is part of the reason why social media gurus/wizards/assassins exist to sell their 'expertise'. It is also a key reason why brands still aren't clear on the real value of social media to them and where it should sit in their marketing strategy.
Lack of understanding cripples campaigns from the start
With brands not understanding what social media can deliver for them, it shouldn't be surprising that their briefs have fluffy objectives like: Deliver a cutting edge strategy that produces high volumes of user engagement' or Deliver a cutting edge strategy that produces high volumes of user interactions.' And with agencies not understanding the difference between the two terms it isn't surprising that many will assume that in both those objectives the brand is looking for the exact same thing. The truth is they are not. Let me explain...
Interactions don't make a date...
Imagine you're on a first date. You meet, sit down opposite your date and start with small talk, and then you both order your meal. Not much else happens, data is flowing between the parties but it's just not hitting the spot. The evening continues with more small talk and you both go your separate ways.
All of the above are interactions, but there was no engagement; there was no spark, no excitement and it is unlikely there will be a second date.
....engagement does
Now imagine you meet and straightaway your date mentions something that lights up your eyes. There is a spark, something to draw you closer. You are fixed on this experience; the data, the content between you, it's exciting. You want to be involved as you see long-term value in this scenario. It's more than just interactions, there is chemistry causing a reaction, it's developing a relationship, there's an engagement and most likely a second date.
Now when we look at both scenarios it's quite easy to understand the difference, one got a second date and one didn't! The interactions are the actions between both parties on the single occasion, the actions between the consumer and the individual piece of content that was published.
The interactions act as a basis to form the engagement between the parties. The engaged audiences are those that have indicated that they are interested in having a second date and as marketers, we are always looking for a second date with our customers (not literally!).
Real engagement requires much more thought, insight and understanding of the data, the scenario and the person you're speaking with. The same things apply to landing that second date.
So the next time you overhear, read or mention the terms interaction or engagement, try to remember the difference and maybe it will help in understanding why you're not getting those seconds dates.