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http://crowdfactory.com, Measurement and Engagement are two of the big must-do's of social media. The
problems are, one, engagement and measurement are generally two separate efforts and,
two, everyone has a different goal in measurement. To do the job right, you have to figure
out what you want to measure first and hope it is the right thing to measure. Once you
begin the engagement though, what your audience is interested in may completely
change what you want to measure -- and hamper engagement in the process.