Stephen Graham (2017) discusses on AdNews why engagement metrics are misleading to a brand’s social media success. The initial buzz of likes, post reactions, shares and comments can imply the content is resonating with your audience. But this buzz becomes an ‘echo chamber’ – where it could fade into vague inference of brand awareness and consideration. Suggesting we should steer away from purely optimizing towards engagement and rather looking at continually reaching as many of our fans and customers as possible.