5 Ways Social Media Has Changed Marketing Campaigns

Mashable reporting:
“Social media engagement.” It’s a phrase that generates a lot of buzz, but what does it actually mean? And, more importantly, why does it matter to companies that are integrating social media into their PR and marketing strategies?
We turned to some of the leading communication experts to discover the importance of sparking online engagement and how this new focus has forced PR, marketing and advertising campaigns to evolve. 
Defining Social Media Engagement
Ask five people to define engagement, and you’ll likely receive five different answers. Liz Hawks, SVP and global co-chair of FH Moms Practice, explained it like this: “Engagement is speaking with her (in this case, Mom) where she is, when she is looking for info and in the way she is looking for it.”Rob Clark, Edelman’s director of insights and measurement, suggests thinking about engagement as the step from attention to action. “This may be a one-click social gesture such as a digg or like, or it may be a blog post written in response with a trackback, or it may be a letter written in response to an online campaign. All are a level of engagement,” he explains.
Likewise, Chuck Hemann, vice president of digital strategy and analytics for Ogilvy 360DI and author of the upcoming Social Media Metrics for Dummies, agrees that retweets, comment, or “shares,” are all forms of engagement. However, he cautions that companies need to dig deeper. “If you look at retweets only, for example, what is the net impact of a retweet? Now, if you looked at retweets in combination with clicks (ideally clicks-per-post), now you’re headed in the right direction.” 
5 Ways Social Media Engagement Enhances Communication Campaigns...
http://mashable.com/2011/05/12/social-media-change-marketing