Angela, When you say "response back," do you mean you are using the number of comments on Facebook as a "response back" or the responses to "LinkedIn" posts, etc.? Relative to Social media, engagement can be measured through Facebook Insights for instance to show you what engages your audience. Once discovered, you can leverage what you know engages them to encourage the type of behaviors you want to encourage. For instance, if Facebook Insights data demonstrates that your audience tends to be engaged with stories of alumni success, how might that information be leveraged in other ways? Robert Starks Jr.