Engagement Analytics and Its Measurement
The buzzword in social networking today is engagement. This is what makes social networking sites so
sticky. The word engagement in terms of the social sphere has several meanings, such as involvement or
even a vow. Often eminent brands present in social networking platforms such as Twitter and Facebook
focus on this to enhance their brand building initiatives. Various brands and organizations dealing in
disparate sectors such as lifestyle, food, apparel, telecom, and cosmetics and others have their own way
of socially engaging the audience. Some do through online polls and quizzes, whilst some rely on
competitions and customer feedback. All this makes engagement analytics an interesting subject.
Customer engagement and social analytics
Engagement analytics, though it looks interesting, is not simple to evaluate. However, it is interesting to
note the aspects of engagement that web or social analytics can capture. Now that we have an idea about
customer engagement, we are able to denote what web analytics can or cannot convey about a website’s
visitors. There are certain widely used web analytics metrics in order to understand what kind of
engagement they capture.
For instance, there is “Unique Visits,” which reflects the number of people who have decided to remain
engaged by visiting and browsing a particular website for the first time. “Frequency of Visits” notes how
often the average user comes back to the site over a given period. Contextualized frequency can also
assist in identifying the relative degree of a user’s engagement. “Recency of Visit” reflects the recency of
any customer’s last activity. “Subject of Engagement,” on the other hand, should not be limited to the
users. To elucidate on similar lines, the “Object of Engagement” is primarily the company, brand or the
Measurement of Engagement Analytics
The ability to evaluate customer engagement, the main indicators and the levers that can optimize and
influence engagement are crucial to the success of any organization keeping in mind their social media
focus. Though no single metric alone can be a solid indicator to assess how engaged your consumer is, the
next generation of analytics providers have come up with certain social media analytics tools.
Leading service providers of engagement analytics allow users to evaluate customer engagement
initiatives and leads to user retention. This is based on number pre-set factors in addition to the
company’s own custom funnels. Users have access to expert guidance that helps them understand why
and how social engagement works. In addition to that, developers and marketers can also recognize the
ideal way to capture the information that will give their users a clear image on the factors that influence
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