Social media measurement fans: Take a few minutes off from counting Likes on Facebook and read this excellent article about the neurological basis of engagement: "The Truth About Engagement" by Joseph Carrabis in iMediaConnection. You will learn what human brains do -- and try not to do -- when they are engaged, and how marketers can use a 3-step process to increase engagement.
The article's introduction says it will do the following:
- Define "engagement" as most people recognize it in their everyday lives
- Discuss what happens in the brain -- the neuroscience -- when we're engaged (with a brief foray into the neurology of a "like" in social media)
- Tie that brain science back to everyday life
- Use what we've covered to create an engagement template to use with digital properties.