I am currently involved with a project in better understanding the concept of "ENGAGEMENT". This MediaPost Blog: Engage:Hispanics, is a summarization of current work publicly being discussed.
Forrester Research's definition of ENGAGEMENT:
Engagement is measured as the level of involvement, interaction, intimacy and influence a customer has for or with a brand over time.
Metrics:
- Involvement tracks site visitors, time spent, page views, reach, frequency, media impressions, etc.
- Interaction measures the contributions to blogs, content creation and uploads, and purchases.
- Intimacy monitors consumer attitudes, perceptions and feelings about a brand through surveys, service calls and brand studies.
- Influence measures the likelihood that consumers will recommend or advocate products or brands. Summarized well with gauges such as Net Promoter Indexes (NPi), brand affinities, etc.
