Promoting social engagement?

Question I have based on a social media session: how do you use social media to move people "up the ladder of engagement"? The @ignitus mission, if I got it right, is "connecting non-profits with passionate supporters"... But what about your supporters who aren't "passionate"? Yet?

Notes from the session on this concept:

@RachelJeanMpls touched on the concept early on -- that there are levels that people move along.

Lisa @footenotes said you can have the infrastructure in place and then react when a news event gets people thinking about your issue (but not pouncing as an ambulance chaser)

@AlanHill8 talked about entertaining/celebrating, and maybe that helps reach Lisa's goal without doing it in a negative environment?

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