Originally published on The New Group blog on 11.4.09
Not every interaction or engagement with your brand by consumers has equal value. Especially if your goals are to influence consideration of your brand or ignite word of mouth sharing about your products.
So do you have a schema for measuring engagement with your brand across online social channels? If so, how have you determined which actions and points of interaction are the most valuable? Which get higher weighting than others?
While it would be great if there was simply one universal system that I could share with you and say, "this is it", it just doesn't work that way.
Engagement measurement is something that needs to be tailored to your brand, the initiative, the social properties you are utilizing and ultimately against what your core business objectives are. Measuring the impact of social interactions with your brand is interesting stuff that many marketers are just getting their minds around.
Here's a great post from the Econsultancy blog and a list of 35 social interaction metrics to measure.
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