It’s an incredible stretch to assert that a “Like” is anything close to actual engagement. Engagement would better be defined as some action taken (online or offline) AFTER a person has “Liked” the page.
In addition, increasing your “Likes” by offering the chance for free merchandise or similar doesn’t equal engagement, and in fact actually cheapens the value of your audience.
Number of “Likes” in and of itself means little to nothing. Percentage of “Likes” that you can actually convert at some point in the future is the real deal.
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