Why are we still talking about engagement?

It really would be a sad case of unrequited love, except that it isn’t. We don’t love them either, we love their money and the whole thing is a farce.

About 10 years ago some clever social media ‘pioneer’ realised this brave new world of marketing would need help justifying its existence. And so they introduced the wildly unspecific and mystical term – engagement – which quickly replaced traditional communications measures and reframed our understanding of ROI. As a result,

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