Facebook engagement, e-mail engagement aren't the same thing

04/4/2012 | eMarketer

Joining a brand's e-mail list and "liking" a brand on Facebook are superficially similar, but consumers can have different expectations of the platforms, according to a Chadwick Martin Bailey analysis. Both platforms are seen as a route to information and promotional offers, but Facebook is also seen as a way of endorsing or affiliating oneself with a brand. "[C]onnecting to a business or nonprofit on Facebook is not only about promotions, but a way to show public support for preferred businesses and nonprofits," this unbylined article notes.

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