Individuals and businesses who are new to this form of marketing often underestimate the full importance of social media engagement. The reality is while plenty of social media users are still using their accounts as a type of megaphone, they're not maximizing the value of the time they invest in social media. The reason is if very few other users are actually engaging with them, the percentage of people who remember their business because of what they did with social media is going to be almost nonexistent.