Some people would say "it's subjective". I don't agree, I think society says it's largely about being outgoing and lively.
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It does seem that way. When I used to use online dating sites I used to notice that most of the women said that they wanted a guy who was outgoing, or they'd make a point of mentioned that they themselves were outgoing.
The main thing for a guy is confidence. Most women aren't attracted to shy men. I'm quite a quiet guy, I've never been the loud chatty outgoing type, but because I'm confident with it some girls liked it. Most people just seem to associate loudness with confidence, and quietness with shyness, yet many loud people are loud because they're very insecure and desperate for everybody to like them/are covering it up by talking too much, and many quiet people are quiet just because they prefer to sit and listen rather than talk peoples' heads off. I think that's why being outgoing and lively is seen to be desired.2