Engagement: How It Can and Is Being Measured

7 04 2010

I’ve heard a lot about Social Media measurement in the past two weeks since it has been the topic for discussion for two of my classes: Statistics and Digital and Emerging Media, and what particularly caught my eye are the ways in which companies are relying on some very specific metrics to measure ENGAGEMENT. We all know this is now the key word we are looking for as Marketers, and even though I was a bit sceptic about how this is actually being assessed, it’s good to see that companies like Radian6 are successfully doing it for their clients.

As my friend Maria Jose Checa wrote in her recent Blog Post “Social Media Monitoring and Measurement”, Katie Morse, Community Manager for Radian6 , was a guest speaker at our statistics class last week and explained the company’s approach to serving as a platform that allows “measuring, listening and engagement”. Even though she discussed a variety of interesting metrics in her presentation I’ll focus on the ones used for engagement just because I do think some of them might be easily ¬†overlooked when they can actually tell us a lot about how good a job we are doing in generating interactions and conversations that matter.

As Katie discussed, and also as Amber Naslund from radian6 as well, explains in the company blog; the 10 Key Engagement Metrics they focus on are:

1. Comments: how active are your discussions?

2. Unique Comments: how many people are contributing to the discussion?

3. Thread Size: through the length and breath of the discussion, are these proving useful and impactful?

4. Time with Content: how long a time do people spend with content or community?

5. Content Downloads: is content on a specific subject matter particularly engaging?

6. Subscriptions: are people interested enough in what you have to say that it makes them want to follow you more closely?

7. Content Sharing: is content being passed on to other people?

8. Suggestions/Feedback/Comments: do they care enough to actually share their thoughts and opinions on what they really want & need?

9. Spinoff Content: are your ideas being exported and expanded into other settings?

10. Recommendations: are they committed? could these people be considered brand ambassadors?

Even though they are careful to explain these must be taken as “indicators, not Guarantees”, I still believe this is a great start for something we should all be paying attention to.



2 responses

10 04 2010

I would be really interested to know if any of these flavors of engagement metrics translate better than others into actions (specifically purchase behavior). Does subscribing to a brand affinity site mean one is more likely to make a purchase? Probably too early to know with any certainty.

10 04 2010
Andrea Penagos

Good point and difficult issue to tackle. It’s great to know people are interested in our content because at least it tell us we are doing a good job with that, but of course knowing how this translates in terms of sales and revenues is at the end of the day what all managers wish to measure.

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