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"Only one brand of the entire 200 in the analysis got an engagement level of 2%. A few over 1%. Most under 1%-" Ms. Nelson-Field wrote. "The significance here lies in the very tiny rate of engagement across all brands in a big sample. So- yes- we could say that Brand A (at 1%) gets twice as much engagement as Brand B (at 0.5%)- but that's like saying- 'You have 50 cents- I have $1- so I am twice as rich as you.' "