What drives engagement through Facebook, Twitter and the social channels? When it comes to effective social marketing consumers want to know that companies are committed to a quality relationship and that they care. To avoid “unfan” “unlike” and “unsubscribe” marketers need to realize that the definition of “engaging” and “appropriate” varies by channel. This point couldn’t have enough emphasis given the fact that 50% of consumers stopped following a company when the posts were too frequent and too boring. There couldn’t be a better time than the present to extol the virtues of personalized marketing. Better still, start to implement as part of your social strategy. Here’s an interesting video on current social media statistics and trends.