The Limits of Engagement in Branding Activities

"We are not what we say, we are the credit we receive," wrote José Saramago. The metrics of engagement must give way to trust and credibility as a source of information that readers will attribute to us. It makes no sense to have a large audience obtained through populist or popular content if this following does not perceive us as honest, reliable, and solid from a professional point of view. Credibility is not measured in likes but through the number of people who turn to us for solutions to their problems.