See, engagement is not defined through likes, comments, shares, RTs or impressions. This activity is simply a result of engagement. Focusing on soft metrics is at the detriment of the customer experience and is potentially a distraction away from developing more meaningful connections and relationships. Engagement is by design.

[...] engagement must mean something more to groom the community toward desired sentiment, outcomes, or to simply serve the needs of the community based on stated expectations or desires.

The ultimate measure however is now something more substantial, such as…

• Shift in sentiment
• Satisfaction
• Acquisition
• Referrals
• Conversion
• Leads
• Brand integrity/Reputation