Engagement could mean several things. It could mean sparking a discussion with your fans and then replying to their comments & questions, or it could mean recognizing their contributions on your facebook page and incorporating their ideas into your product.
At the most basic level, engagement is about personalizing your organization and giving it a voice that resonates with your community. Keep in mind that the social web is a two-way dialogue. It’s vital to respond to questions and comments from your followers. More often than not, people just want to know you’re listening. Sometimes a simple “thanks for your comment” goes a long way.