Engaging in Conversation Doesn't Grow Reach [Infographic]

For more social media data and myth-busting, don't forget toregister for my upcoming Science of Social Media webinar.

While I know "engaging in the conversation" has applications for customer service and retention as well as public relations, it turns my stomach every time I hear someone talk about it as marketing advice.

So I've been conducting research for a few months now for our upcomingScience of Social Media webinar, and what I've found ultimately debunks myths about engaging in conversation and its effect on social media reach.

Basically, "engaging in the conversation" does not increase your reach in social media, and here's the data that backs me up.

How do you feel about this data? Does it change your outlook on social media engagement?