A few months back, Coca-Cola’s Joe Tripodi (Chief Marketing and Commercial Officer) wrote an HBR post on his company’s evolving shift from consumer impressions to expressions: defined as any level of audience engagement with Coca-Cola’s brand content. Joe argued that social network-fueled consumer brand advocacy will take businesses “to the next level.” And that fueling, nurturing and, importantly, measuring engagement as a precursor to advocacy is key to “winning in this new era of empowered… and networked consumers.”