Identifying Online Engagement Depends on Goals
Online Engagement. What does it mean?
It’s easy to immediately classify Online Engagement as an umbrella term that either means everything or nothing when it comes to interaction on the Web. Does Online Engagement signify that you tweet with a customer, that a web site user downloads your free eBook, or that a product is sold through your web site? None of the above? The term is difficult to define.
(Watch the video chat with Jason Falls, @jasonfalls.)
Wrapping my head around this term is similar to wrapping your head around the definition of Web 2.0. Is there a definition? Of course there may be definitions, but are they really definitions or just interpretations?
Online Engagement is all of the above, and none of the above. It could be specific action-items that have occurred, or it could be actions that have not yet occurred.
Identifying and defining Online Engagement is dependent on goals.
If your goal is to sell 40 products in your online store, and you sell 40, there is potential to call that successful Online Engagement.
But successful Online Engagement is more than just when dollars are exchanged online. Engagement could exist in something as minimal as gaining a single new twitter follower to something as robust as a potential client finding your phone number on your web site and giving you a call.
Online Engagement is a tricky term to identify. But, the key to analyzing if you have had successful Online Engagement depends solely on your goals.
The point I am trying to make is that every company, product, service, and goal is different. Therefore, the definition of the Online Engagement varies.
In order to define Online Engagement, you first need to define your goals. Keep in mind that goals can be minor or major. However, any amount of success in achievement is to be noted. The size of a goal does not determine significance. After the first step of goal identification is complete, it is then possible to identify what Online Engagement means to you.
Is there an easier, more complex, or accurate definition of Online Engagement?
I will be speaking about Online Engagement at the Online Engagement Marketing event by the American Strategic Management Institute on January 29, 2010 in Washington, D.C. As stated in the event prospectus, “Increase Consumer Engagement. Develop a Customer Centric Marketing Approach. Utilize Analytics to Evaluate Engagement. Connect Creativity with Engagement.”
On Friday, I will present the keynote: “The New Online Analytics Dashboard.” At the end of the day on Friday, I will present: “Garner Management and Stakeholder Buy-In for Your Engagement Marketing Initiatives.” After the event, I will post the slides online.
Will you be at the event, or in D.C.? Let me know.
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