This document discusses engaging audiences on social media through transparency, authenticity, and intention. It emphasizes that social media is about relationships, not just technology or information sharing. To maximize engagement, organizations should (1) be transparent about who they are, (2) interact authentically in a way that reflects their values, and (3) set goals and have intention behind their social media efforts. Specific tips include sharing stories and successes transparently, interacting through a consistent tone and vocabulary, and defining target audiences and focusing social media efforts around organizational missions and visions. The overarching message is that engagement is fostered when social media interactions are consistent with an organization's identity and directed towards collective goals.