The social engagement game has changed. The last two years have been a race to conquer social business. Facebook’s IPO, enterprise software acquisitions and companies doubling down on their social strategies all affirm what many of us have sensed all along: Social business is critical to reaching and communicating with today’s connected consumer. It’s not all about your brand’s megaphone, though; it’s about the connected consumer’s user experience. Facebook users spend 40 percent of their time in the newsfeed. But Facebook users only see about 16 percent of content published by brands they “like,” reinforcing Facebook’s commitment to user experience. How can your brand content add enough value to their experience so that they…