Engagement: What does it mean? Like it or not, the term "engagement" has taken over the words we used to use, like involvement, dialogue, attention, active, motivated and so on, and sadly, it's a word that really has become an umbrella term with dozens of different meanings. It's convenient and it requires no thinking to use it, and while using it will cause others "in the know" to nod their heads in agreement, chances are their "engagement" isn't the same as the engagement you are talking about. As you look at the various articles in this section, take note of the various ways people use the term, and whether it sounds like they are using it the same way. Or, ask yourself this question: Can the writer actually define "engagement" in any meaningful and useful way, or are they simply using it because everyone else is?
It's the prevalent buzzword for the 2000's so far. THE buzzword.
Recommended: Giving The Business to Social Media Research
Social Media Engagement: One interesting dual use you should see in these articles is that sometimes writers talk about the members of the company "being engaged" in social media, and sometimes they write about customers being engaged via social media. There's more confusion beyond that. "Engaged" is used improperly by almost everyone. It has no meaning unless you supply the details. Example: "Customer are engaged" has no meaning. You have to supply adjectives and/or adverbs to explain WHAT customers are engaged with, and HOW they are being engaged, and the MECHANISMS that are causing this "engagement". Otherwise it's just hot air. Which is what you will find in this section. Hot air!
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Top : Engagement: Do businesses need to know about engagement to help their social media efforts? Maybe, but most of the material on engagement is inaccurate, confusing and shallow.
Articles:Executing on a customer engagement model (pdf) - by naExecuting on a customer engagement model. Relationship-building technologies can help financial services companies drive growth (Added: 11-Dec-2009 Hits: 199 ) Church of the Customer - Dell's Social Engagement Journey - by Jackie Huba The Social Engagement Journey, put together by our team at Ant's Eye View, is a 5-stage process that a medium-to-large brand or company goes through while integrating social media into their business. Dell was one one of the earliest companies to go through this process. They are often held up as a social engagement model, but their journey hasn't been all roses and buttercups. In this post, we outline their journey in the last five years (Added: 17-Dec-2010 Hits: 174 ) Encouraging customer engagement or preventing customer disengagement? Agora - by Agora Most accounts of engagement suggest ways of encouraging or promoting a customer's engagement with the brand/website. In a handful of cases however (e.g. Jim Novo and Erwin Ephron) one reads about preventing and reversing customer disengagement instead.But is there a meaningful and valuable distinction between the two? Are the marketing techniques used to encourage our customers' engagement with the brand/website different to those that are required in order to reverse their disengagement? Have most accounts of customer engagement overemphasized the former in the detriment of the later? (Added: 11-Dec-2009 Hits: 252 ) Measuring Online Engagement: What Role Does Web Analytics Play? | - by Avinash Kaushik hat aspect of customer engagement can web analytics capture?Having defined customer engagement we are better able to delimit what web analytics can and cannot tell us about the engagement of our website%u2019s visitors.Let%u2019s look at some of the widely used web analytics metrics and understand what aspect of engagement they capture. (Added: 26-Dec-2009 Hits: 182 ) Customer Engagement Demystified Engaging Times Customer Engagement News and Information - by Bob Barker The words engagement and customer engagement are beginning to pop up all over the place, in fact I went round the DMA last week in San Diego Engagement spotting as only a marketer focused on customer engagement might. So whats new, why all the fuss and generally what does it all mean to the marketer (Added: 25-Nov-2009 Hits: 253 ) Definitions of Customer Engagement: an overview - by Agora Interesting collection of different definitions of customer engagement, but there's actually a lot more. Links also included. (Added: 11-Dec-2009 Hits: 169 ) 21 Rules for Social Media Engagement - by Brian Sollis I'm rapidly becoming a non-fan of Sollis. I wonder if anyone knows what engagement means. Anyway, from the article: Social media is reinventing marketing, communications, and the dissemination of information. While businesses now have access to these rich channels, the true promise of social media lies in the direct connections between people who represent companies and the people who define markets of interest. Today, many businesses approach this with the establishment of social media guidelines and policies. This is indeed an important step, and not one worth economizing. But it's also not enough. I highly recommend establishing official procedures that remind representatives of the importance and privilege of engagement. The openness of popular networks is trivial. Any business can join and create a profile. It's the devices we employ, the intentions that motivate engagement, and the value we offer that dictate the significance of the brand-specific social graphs we weave. It's a simple investment in either visibility or presence. In social media, just like in the real world, presence is felt. (Added: 8-Dec-2010 Hits: 140 ) Creating an Effective Social Media Strategy: How to Engage New Media Channels to Win Customers - by Nina Vultaggio Social media is a labor-intensive task. Entry into new media forums is not to be undertaken lightly. Success is dependent upon consistency and persistence, and businesses must be willing to shoulder the time commitment in order to effectively engage their customers and prospects. In business, the bottom line often dictates strategy. A social media strategy, not unlike a traditional PR strategy, does not yield immediate results. Building a following takes time and patience. Oftentimes, soft benefits add up while sales continue at the same pace for quite a while. To succeed, businesses need to prioritize, set goals, engage customers and prospects at their level and keep the message consistent over time. (Added: 1-Nov-2010 Hits: 94 )
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