Online Engagement and How To Measure It

11/30/2010

Online Engagement and How To Measure It

An Excerpt from Measure What Matters, Katie Paine's new book from Wiley Publishers available in March 2011.

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Measure What Matters is Katie Delahaye Paine's new book, due out in March from Wiley Publishers. Here is the beginning of an excerpt on how to measure engagement (click below to download the entire piece):

Like most buzzwords, “engagement” has come a long way from its original meaning of “an agreement to marry.” Essentially, it started with the notion that a website or a blog was “engaging” enough to get a reader to begin to develop a relationship with the brand. People began to speak of measuring engagement. Not just how “sticky“ the site was, but the extent to which it enhances the relationship between the user and the brand.

Communications professionals and marketers now want to measure a site’s ability to create an experience that earns a visitor’s loyalty and, with luck, its business. As a result, “engagement” now means everything from the number of times that a visitor returns to a site, to the number of comments on a corporate blog, to the number of retweets of a Twitter stream.

Engagement is critical for three reasons...

Click here to download Online Engagement and How To Measure It.

Posted at 10:49 AM in Excerpts from Measure What Matters | Permalink

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Praise for Measure What Matters

“This book is filled with impressively sound judgement, tremendously powerful guidance, and practical how-to advice.”
—Jim Sterne

“Measure What Matters will teach you just about everything you need to know about managing online relationships.”
—Eric. T. Peterson

“Katie Paine has elevated measurement from mere science to high art and, in the process, given us a powerful new set of tools that refute the tired claim that customer relationships can’t be quantified. Marketers should devour this book.”
—Paul Gillin

What does KDPaine & Partners do?

What does KDPaine & Partners do?
What does KDPaine & Partners do? KDPaine & Partners offers customized research and consulting services for public relations and social media programs. KDPaine & Partners provides its clients with the insight and knowledge they need to measure the effectiveness of their communications efforts, and to help them make better, more informed decisions for their organizations. We measure external and internal communications, social and traditional media, events, public affairs, and corporate communications. We specialize in projects in the fields of Defense, Education, Consumer Packaged Goods, Government Agences, High Technology and Non-profits. We can help you with your existing program, and we can help you develop a new program. We have over two decades of experience helping clients define Key Performance Indicators (KPI's) and establish measureable goals. Half-day and full-day workshops available.