Business mogul Jeff Bezos, CEO of Amazon, has said last month that obsessing over their customers was the secret of his success. Who can argue with him? Marketers know the importance of developing authentic relationships with customers as a key strategy to ensure repeat sales. Furthermore, social medias have increase the proximity between the brands and the customers. Clients regularly interact online with their favourite brands to share posts, ask questions, comments, complain and give feedback. This is important because 95% of Millennials are following a brand through social media (source: Dreamgrow). When customers are positively engaged with a brand or a public figure, they do not even have to promote themselves on social media: it is their customers who do it for them. The vast majority of consumers (71%) who have had a good social media experience with a brand are likely to recommend it to others (source: Dreamgrow). Therefore, how does positive customer engagement look like? In her article 7 Customer Engagement Strategies That Marketers Can’t Ignore, Audrey Ference states that “Customer engagement is about encouraging your customers to interact and share in the experiences you create for them as a business and a brand. When executed well, a strong customer engagement strategy will foster brand growth and loyalty.”