I am trying to separate attention from engagement in my own head.
Attention is the pause.
Engagement is the response.
A post can make someone stop because it is surprising, but that does not mean they care. A post can get comments because people are arguing, but that does not mean the brand became stronger.
That difference feels important.
The kind of work I want to understand better is the work that gets the pause and then gives people something worth doing with it.