The media engagement framework (MEF) includes a segment under social media that addresses the role of the individual in the social media mix. Individuals participating in social media are an important part of the marketer's target audience. Individuals participate in social media for a variety of reasons. Their participation and engagement is measured by the time they spend on various websites, the engagement level and the behaviors they exhibit there. The goal of the marketer is to develop a relationship with these individuals in such a way that that some level of engagement translates into more engagement overall and into some individuals becoming consumers, making purchases or influencers writing positive messages about the brand, or by sheer volume of conversation increasing the rankings in search.