In recent times, almost every person, including companies, is building their digital presence. With the increased use of digital channels, the importance of social networks as a channel for mutual communication between consumers and companies is also increasing. Communication is two-way and takes place in real time. With the advent of this possibility, consumers have gained the power to achieve a significant reach in a very short period of time. With the empowerment of consumers, marketing managers have had to adopt community management and care for their consumers as a new challenge that has become more delicate than ever before. The goal of retaining existing consumers and attracting new ones will be simplified if the brand takes continuous care of the community it has on its social networks. At the same time, they must try to engage them in a positive way in an interesting and innovative way (keeping the identity of the brand). As negative engagement cannot be avoided, it is also important to know how to manage it well. The paper is divided into two parts: an overview of the theory and an exploratory research with in-depth interviews on a purposeful random sample of experts on the topic. When writing the first part of this thesis, secondary data collected from the relevant scientific literature on the topic of consumer engagement on social networks were used. Engagement and its types are described, an overview of the types of content on social networks, the concept of consumer empowerment, and the most significant challenges and consequences of negative consumer engagement with brand content on social networks are described. In the second part, research was conducted on a sample of subject experts (Community and Social Media managers) who answered questions related to defining consumer engagement with brand content on social networks. Motives, challenges, but also the consequences that negative engagement can have on the brand itself have been revealed.