It’s understandable why so many view engagement as being important. Engagement is seen as an indicator of how effectively your content incited your audience to take some sort of action, which in some cases can be attributed to affecting business objectives – building awareness, enhancing affinity, moving people along the path to purchase, sustaining loyalty, or whatever you might be trying to accomplish.
The problem is that engagement alone actually doesn’t tell us much at all. It’s not really a definitive indicator of anything except that someone clicked a button, or mashed a few keys on their keyboard.
via Why Engagement isn’t a Definitive Indicator of Anything | RGB Social.
