This document discusses social media engagement strategies for a Surface brand account in Japan. It outlines five principles for real engagement: reliable, polite, deep knowledge, frank, and quick/simple. Several case studies are presented to demonstrate applying these principles in practice. Metrics are shared showing how the account has grown over a year from no resources to over 25,000 tweets and a dedicated social media team. Insights reports analyzing social listening data are suggested to convince business teams of the value of social marketing. The key learnings are that real engagement comes from diving into social conversations and demonstrating value through analytical reports on those conversations.