It is important to have engaging content on social media. Social media is successful because it is a place where people can go to engage with one another; whether that is through laughing at a shared video, or commenting on a shared post. In order to create engaging content, you must first know who you are trying to engage as an organization...who is your content for? Knowing who your audience is—what they like, their interests and their passions—will help you generate content that will keep them wanting more.