The Engagement Pyramid by Charlene Li/Forrester Research is a simplified view of different ways of engaging with your customers, prospects and the market. Besides the theory, actions to respond to the market signals are described.

Watching

What is it?
Users in this category only absorb content, like blogs, videos, podcasts or status updates. They gather information to take decisions, to learn from others or they are looking for entertainment.
How to engage? (organization perspective)
Understand the content that this group is consuming, be relevant (what do these customers want to hear, read or see?) and create content that engages watching, based upon existing habits.

Sharing

What is it?
People who share update their status on social sites like Twitter, they upload or forward photos, videos, articles etc. They do this because they want to share information they have with peers both to support others, and to demonstrate knowledge.
How to engage? (organization perspective)
To engage with sharers you have to simplify and innovate sharing possibilities through tools who make this possible, they care of recognitions and rewards, and use way of logging in with Twitter, Facebook, etc. to ease the login-process.

Commenting

What is it?
The people in this particular segment respond to others’ content, e.g. comments on blogs, news stories, status updates, reviews or rating products. They actively participate, support or contribute ideas and opinions; usually one-offs.
How to engage? (organization perspective)
Allow every webpage to have commenting features, develop a community policy and foster an open and friendly environment. Discourage spammers.

Producing

What is it?
Producers create and publish their own content, for websites, blogs or podcasts, etc. They do this because they want to express their identities, they want to be known for their content, they want to be heard or they want to be recognized.
How to engage? (organization perspective)
Become a platform for the voice of your customers. Make yourself relevant for them. Provide public recognition for most helpful community members.

Curating

What is it?
Curators moderate or are heavily involved in online communicties. Take Wikipedia for example. Also: fan pages or discussion boards. This rol is also becoming more important in social networking sites like Twitter. They do this because they invested in the success of a product, service or community and they want to give something back. Or they want to be recognized.
How to engage? (organization perspective)
Rely on the curators as trusted advisors and consider them non-paid partners. Identify the influencers in your communities and recognize them. Do this in public as they want to be publicly recognized.

Source: The Engagement Pyramid (Charlene Li)