Ditching Engagement in Favor of Blunt-Force Awareness Is a Temptation Marketers Must Avoid

Compelling content is the fuel for reach and scale

Even paid content can get considerable boost from engagement in social media. Getty Images

Recently, my Twitter feed and email inbox were flooded with the headline, “Advertisers Need to Stop Chasing Engagement and Get Back to Focusing on Awareness.” Finally, clients and co-workers said with relief, we can get away from the dreaded “E” word and get back to the way things were.

@justjillsherman Jill Sherman is svp of social strategy at DigitasLBi North America.