Engagement is not a direct correlation to the value of the information provided. It is dependent on several factors, one being:

Can the right people find the information?

This seems simple, however, it is a key factor that is often overlooked. A brand lacking engagement may assume it’s the result of them not providing a useful experience. With this misguided perception, they may alter their brand message to “increase” engagement. For example, compromising a brand message for more likes and shares is only a short-term solution that can do more damage to the brand objective in the end.

If a brand is lacking in engagement, an important question to ask is, “Can the right people find us?”