What My Dog Taught Me About Audience Engagement

I'm asked a lot about audience engagement and building community online. I can talk all I want about the subjects, but if someone who knows me is around, they'll always add in, "Or you could just post photos of Amy's Husky. That'll get people following you."It's funny because it's true. Virtually the only thing I post everywhere, without fail, are photos of my girl. She even has her own hashtag on Instagram (though she shares it with a white rabbit). Is it because she's my dog? No. It's because Siberian Huskies know a thing or two about cultivating a following.1) Look good.In fairness, the Siberian Husky comes by this honestly. A member of the dog family most closely related to wolves, Huskies look fierce and beautiful. I can't walk down the road with her without someone commenting on her looks. Everyone from sanitation workers to children ask about her — her breed, her age, if she's a wolf.Like the Husky, we can grab attention online with an attractive design. With clean lines and nice, large visuals, we capture more viewers. What's inside counts, but people are more likely to stick around somewhere that looks good (there are always notable examples, such as reddit). If your site is a mess of designs and colors — or is just boring — visitors are less likely to take notice and stick around.2) Be friendly.Huskies make pretty bad guard dogs, because they're so friendly. They love people. "You're a people!?!?! I LOVE PEOPLE!!!!!" is pretty much the attitude my girl has when she meets someone new. Or when she sees someone she knows. Basically, whenever she meets someone.When people come to your site, welcome them. Don't attack them with pop-ups. Don't make them jump through hoops to comment or to contact you. If they comment on something, respond and thank them (even if you don't like the comment, still thank them for taking the time). Make people part of the conversation — don't just make them feel like they are part of the conversation, actually embrace their involvement.3) Do what feels right.People who don't know Huskies think their owners are pushovers when they see the dogs walking their humans. But Huskies are sled dogs. Sled dogs have been draft animals, by some accounts, for at least 3,000 years. If you want to make my girl upset, walk in front of her — she'll pull and pull and pull on the leash until she gets in front of you; only then does she relax even slightly. Running ahead and pulling us with her is what feels good.And we let her do that. To try to make her heel would be a punishment for her. Don't think we can take her off the leash, either. She'd fly like the wind and come back only when she feels like it. Probably after killing a small mammal. She is, after all, a hunter.In letting her do what feels right, I realize I am recognizing her strengths. We need to recognize what our own strengths are; what feels right to us. Don't try to make your community something it isn't. Play to your strengths. If you're an e-commerce company, don't try to become a news source. If you're a serious science publication, don't publish cat memes (unless it's chemistry cat. Always publish chemistry cat).Don't fight against your nature. Be who you are and who you purport to be.And, if all else fails, post a photo of my dog.A version of this post was originally published on Inc.Photo credit: Andrew Teheran (but that's my girl!)