Even the people who do join brand pages on Facebook hardly ever click on them. The US company Forrester Research has found that the rate of engagement among a brandâ€™s Facebook fans is seven in 10,000; for Twitter it is three in 10,000. People might watch ads on Facebook or YouTube, but thatâ€™s about all the interaction they want (Facebook itself recently conceded this point). A senior marketer at the drinks company Diageo, where Sharpâ€™s book has been influential, put it to me bluntly. â€œAfter 10 or 15 years of f***ing around with digital weâ€™ve realised that people donâ€™t want to â€˜engageâ€™ with brands, because they donâ€™t care about them.