| David Gane
Most social media accounts rely on passive engagement. Once you sign in to their ecosystem, it’s in their best interest to keep you there. The less you click away from the site, the easier it is for them to keep you around.
This is much harder for someone who requires an active engagement from their followers. Asking someone to go somewhere else, to sign a petition, vote for their entry, or buy something from a store becomes a hurdle, a barrier that must be scaled before entry.
Passive engagement is easier—just click the “Like” or “Heart” button to show your support because it's right there—but it's the active engagement that most require.
Of course, the challenge is getting people to take action. The easy way would be to ask them, but the harder and much more likely way is convincing them.