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Ask people to check what they like from a list without any specificity and what you get is an insight into no one in particular. While I'll admit to having quoted many social stats to make a point, as they become more plentiful, more absolute, they worry me. By definition engagement is not about the "big picture", it's about your picture.
What I'd like to see is some research on single brands. What motivated people to like them in particular? What are they expecting to see, if anything? And how does it correlate back to the brand's value proposition elsewhere...
1 year, 1 month ago on Remembering the Dangers of Social Media Research