Beirut, LEBANON:  Lebanese fans use their mobile phones to take pictures of US rapper 50 Cent during his concert at Biel hall in downtown Beirut late 10 June 2006. AFP PHOTO/NWAR AMRO  (Photo credit should read ANWAR AMRO/AFP/Getty Images)

Overcoming the flawed paradigm of social media measurement

All brands must consider (and answer) two critical questions: "How exactly do we define 'engagement?'," and "Are all social media metrics created equal?"

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