All brands must consider (and answer) two critical questions: "How exactly do we define 'engagement?'," and "Are all social media metrics created equal?"
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Education 2.0 & 3.0
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When marketers use social media as an Intergrated Marketing Communications channel It is critical for companies to determine how they measure the value attached with consumer engagement with brand on social media as some interaction may be misleading in displaying different results. Consumer engagement in the form of Facebook shares can be more valuable than comments if the goal of the marketers is to build brand awareness and equity but this may not be the case in other instances when brands are seeking for consumer engagement in the form of comments to gain consumer insight for future improvements.