DMI Media Strategy Certification Practice Test

Engagement is about the interactions people have with content on social networks. It captures what users do in response to a post—likes, comments, shares, saves, clicks to learn more or visit a site, and even direct messages. This focus on actions shows how much the audience is actually involved with the brand’s content, not just how many people see it or how much content is produced. The algorithm, in contrast, is the system that decides which posts to show to which users; follower count measures audience size, not how those followers interact; and the amount of content posted reflects production activity, not engagement. So the best way to characterize engagement is as the set of interactions between people and brands on the platform.