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Engagement Is Not a Goal, It’s a Result – eMarketer

From the article in eMarketer –

Jason Falls: It’s become apparent to me that many companies are looking at engagement as a goal. So they manufacture lists of posts to hopefully get more likes and shares so they can produce metrics of more likes and shares for their bosses or clients. Their goal is to drive more metrics, which they look at collectively and call “engagement.”

via Engagement Is Not a Goal, It’s a Result – eMarketer.

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