Engagement has become one of those fashionable bullshit terms that people spout to try to sound current or interesting. Often these same halfwits proclaim the end of interruptive advertising as an effective way of marketing. 'Engagement': Fashionable Yet Bankrupt by Martin Weigel, Head of Planning at Wieden + Kennedy, Amsterdam is the most thorough and well-researched and dissection of the claims of the engagement bullshitters that I've read. Well worth a read if you are so inclined.
Found via Bob.