Why measuring engagement will not suffice in explaining the succces of social sites (1)
Written on March 20, 2008 – 5:24 pm
Martin Kloos, Business consultant
Engagement is the new holy grail. The term doesn’t suffer from a lack of attention recently with the rise of tools like Nuconomy, Microsoft’s attempts to discuss engagement mapping and others trying to define the term in order to make it measurable. And why? Now the page view is officially dead, people are looking for different way to measure the success of social sites. And customer engagement seems to be the ultimate goal community builders try to achieve, because when people are truly engaged to your community, they will be loyal customers won’t they? Therefore we want to measure how engaged our customers really are. However, from a more academic perspective, one could argue whether measuring engagement will be sufficient. In this short series, I will try to explore additional routes for measuring the success of social sites.
personal side note: I just recently started thinking on the topic of measurement, so my thoughts on this aren’t crystal clear. I”m looking for ways to make it more tangible so to speak. If you have contributions to the topic, please add them in the comments.
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