We have all done it; and many of us do it hundreds of times per week; we browse social media and like, comment on, or share some posts while skipping the vast majority. In the language of marketing, we are engaging with some posts while not engaging with others. Why is this the case? This, of course, is the billion dollar question in marketing today. What causes consumers to engage with content on social media? To get some insight on this question, let's break down engagement into three types--liking, commenting, and sharing.  Your Post First, discuss why you would "like" a post rather than "comment" on it or "share" it. In addition, discuss what might motivate you to "comment" on a post, and what might motivate you to "share" a post.  Second, discuss which of these forms of engagement is most valuable for a brand. For instance, would you rather have your brand's post receive 100 likes, 100 comments, or 100 shares?  Approximate post length: This is largely up to you, as I will not grade on quantity. As a rule-of-thumb, however, complete answers typically require at least a paragraph (e.g., 5 sentences or more).