This document discusses best practices for social media engagement and success. It defines success as having engagement and reach, and provides metrics for measuring these, such as comments, likes, shares, and page views. It also discusses how to understand audiences by profiling them, recognizing barriers and incentives to engagement. Tips are given for maximizing engagement, like knowing your audience, providing ways for all user types to engage, putting out great content, modeling engagement, listening to feedback, and continually adapting strategies.