Let’s get something out of the way: there is no static measure or definition of engagement. The word is amorphous, and inherently resistant to a hardline definition. Anyone that tells you that Engagement = X+Y with a dash of Z mixed in is either deluded or deceitful. The definition cannot be static, by virtue of the varying metrics of success placed on a social media campaign by the brand running it.
In the past hour, while doing my daily blog crawl for news & notes, I’ve come across FIVE articles that address “Facebook Engagement” or “Driving Twitter Engagements” or “Pinning for Success”. All of them lost me within the first two lines of text. I’m done with articles that start out telling me “Social Media is here to stay!” or that “People are 10 Trillion times more likely to engage with PHOTOS on Facebook”. Really? This is still news?