In the past, engagement was very hard to measure because media—television, radio or print—was a one-way conversation.
Today, you can instantly see if the content you publish or marketing message you promote is working. You can see people liking, sharing or commenting on Facebook, Twitter or YouTube.
Facebook first made engagement easy to spot with the ubiquitous “like.” Likes are the first indication of your brand’s resonance with a fan.
After that, the relationship becomes deeper as fans share content with friends and leave comments. The time and effort the fan displays indicates the budding relationship.
Facebook recently changed the way brands interact with their fans online by revamping the user interface for Facebook—Timeline.
Does Timeline increase engagement?
When Facebook announced Timeline, the screaming of users and brands was deafening. They had to rebuild their Facebook marketing strategies and learn to navigate the new user interface.
Generally, no one likes change.