What is measured as the benefits a company gains from active social media involvement that are not in terms of profits?

The concept being measured refers to the value that a company derives from its engagement on social media platforms that transcends mere financial profit. This value includes aspects like brand recognition, community building, customer interaction, and overall engagement metrics, which can significantly influence a company's long-term success.

Return on engagement specifically refers to the qualitative measures of how social media activities lead to meaningful interactions with users. It captures the essence of relationships built through likes, shares, comments, and overall community sentiment, thereby enabling a more comprehensive understanding of the impact of social media beyond just immediate financial returns.

This approach highlights the importance of fostering deeper connections with the audience, understanding their needs, and promoting customer loyalty, ultimately contributing to a positive brand image and long-term customer relationships. In contrast, the other terms, such as return on investment, focus primarily on financial metrics, while return on awareness and return on activity are more about the reach or the action taken but do not encapsulate the depth of engagement and the value derived from it.