To engage your audience on social media platforms, you need to understand how to use each platform.  If you don’t know how to engage your audience, you can actually hurt your business.  You need to learn how each platform works and how the audience uses each platform.  There are books available that can help you understand how each platform is being used.

Facebook and Twitter are two very different platforms so you can’t use the same engagement technique for each.  You also don’t want to turn your audience off by posting the same message on Facebook and Twitter.