S.Q.: Speaking of industry buzzwords, you warn readers rather sternly that "connectedness" and "engagement" should never be confused. Care to elaborate?

M.J.: A lot of people feel they have a right to shill, promote, and push their wares just because they are "connected." In a day and age where following, friending, or subscribing to anyone about anything is nothing more than a simple click away, there needs to be some time, effort, and thought put against the idea that being connected is basic and primal, but actually creating any level of engagement with an audience, community, or whatever you want to call whomever has agreed to follow or friend you, is a whole other ballgame. People make the assumption that just because they're following you, they're engaged with you...and that's a misnomer. Think about Twitter: you may have 12,000 followers but if you're posting and the majority of your followers happen to not be connected on Twitter at that specific moment in time, your real engagement level with that community is probably a very small percentage of the actual whole number. People like to say they have X amount of friends and X amount of followers, but how many of those friends and followers are really engaged with them? Those are two totally different worlds as far as I can see.

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