Online Advertising Question:

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Now, that’s a tricky one! If you are not exploring and curious enough, you would never know social media is not all about the number of likes and follows. If those likes and follows don’t convert into sales or boost your business, what’s the point? Therefore, engagement is better than likes or follows. Any day. Talk about business-oriented metrics.

Another way to look at it is from the objective of individual activity. If the objective was to get more likes/follows then scoring on those metrics would be better any day. If the objective was to encourage engagement then those are the metrics one should measure.