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11.03.09
 By Sally FalkowIf engagement is the holy grail of social media marketing, how do we know if we've hit the jackpot? How many of our visitors are fully engaged and how many are walking away? Measurement depends on setting goals, establishing benchmarks and then measuring progress toward the goal. But is engagement too fuzzy a concept to be able to measure? What exactly is this engagement thing we're trying to achieve? According to a post at eConsultancy.org you want people to
• make a noise.
• store and share things. • love your website. • visit more frequently • refer your company to their friends. • buy into your brand. • and of course buy your products. I'm not so sure about the make a noise one. Any old noise is no good – they have to be saying good things about you to others. What I do agree with wholeheartedly is that you have to give people a way to interact with you – online and offline. There is overwhelming evidence that people want to contribute, they want to be involved. They have opinions and ideas about your business. Witness the success of Dell's IdeaStorm and MyStarbucks Idea. And if you think it's an odd notion that customers would want to have a say in your business, both these companies were featured in the Engagement study that showed that the most engaged companies in the US are also the ones that did the best financially through the recession. So what activities count as engagement? These 36 are from Chris Lake who is working on a new social commerce start up in the UK. A list of social interaction metrics / KPIs • Alerts • Bookmarks (onsite, offsite) • Comments • Downloads • Alerts (register and response rates / by channel / CTR / post click activity) • Email subscriptions • Fans (become a fan of something / someone) • Favourites (add an item to favourites) • Feedback (via the site) • Followers (follow something / someone) • Forward to a friend • Groups (create / join / total number of groups / group activity) • Install widget (on a blog page, Facebook, etc) • Invite / Refer (a friend) • Key page activity (post-activity) Continue reading this article. About the Author: Sally is the author of Website Content Strategy blog: Information about the shifts in media consumption and the use of technology in marketing and PR so business can stay in touch with their rapidly moving audiences. |
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