Social Marketing: Reach Vs. Engagement

There seem to be two opposing sides on the topic of marketing through Social Media. Although I'm certainly no expert, and never claimed to be, I can say that the side whose platform is "get as many followers as you can," is probably less credible than the those who believe that success on Social is determined by how engaged your followers are with you, and with the content you push.

That being said, social media should be treated like any other marketing medium, and a balance needs to be struck between "Reach" and "Engagement." These are classic marketing objectives that are measureable, with metrics and indicators to allow for improvement over time.