How familiar are statements like these?
“Gee I really wish such-and-such would just engage.”
“Be engaged in order to be successful in social media.”
“Social media is different than marketing because it’s about engagement.”
“We really want to engage our community.”
All fair statements, through their own lenses.
But the trick is that the definition of engagement is in the eye of the beholder. What you perceive as an “engaged” customer might not suit their definition at all. And the limited online periscope through which you view someone’s behavior (and consequently judge it) may not be all-encompassing.