How do brands convert those social media lurkers – you know, the followers that may like posts here and there, but never engage – to become brand advocates that will shout a company’s name from the rooftop?   Social@Ogilvy and SurveyMonkey surveyed more than 5,500 social media users across 11 countries – and findings show that social media’s impact on brands is difficult to measure, but increasingly important – it’s no longer how many likes you can get, but the quality of engagement that matters...