Yesterday I was at the Badgeville Engage 2012 Summit and spoke on the “Intersection of Social and Gamification” panel with Jodee Rich, CEO, Peoplebrowsr and Matthew Price, Product lead at Bazaarvoice. As you can imagine, there was a lot of discussion around how to engage users and which social platforms companies should focus on. The answer – it’s about finding the right combination of the right content, paired with the right social media channel for each demographic. This can seem like a daunting task, but if you approach it as an opportunity, fragmented social channels and users can be a benefit.

Far too often companies make the false assumption that only younger users are interested in social engagement online. The reality is that almost every user wants to be social, they just consume social content in different ways. A younger user might be looking for more concise content delivered in small bites through notifications, mobile alerts and Twitter. Conversely, an older user may be interested in the same content, but will be more engaged if that content is more in-depth. Appropriately targeted content has a higher likelihood of engaging your users, and most importantly, they’re more likely to share the content with their networks. The added bonus, you’ve now hit up two very different audiences, across two very different social channels with the same kind of content.

- Jason Rupp, Sr. Director of Product Management, Ask.com