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Are You Engaged?

May 9, 2013

Daily ReadAre You Engaged?

I’m not asking if you’re about to get married, I’m talking about being engaged with your customers- specifically on-line. Obviously context is key, but engagement means how you mean it. Confused? Every company has a different audience comprised of many people with different characteristics, so it’s not possible to slap a one-size-fits-all definition on engagement and call it a day. Engagement is about listening to your customers’ on-line voice, to see how they are behaving and how they want to be engaged.  Of course there are different strategies when engaging customers – are you happy with consistently receiving a couple of comments on your website or are you looking to develop a hashtag campaign? You can also look at engagement as a practice, rather than a goal in which you look less at the action and more at the effects and reactions of your customers. Then again, engagement can mean nothing at all – it could be just a “vanity metric” that means nothing more to your company than promoting its company image.

All in all, engagement is a short word for a complex set of emotions, and the strategies used to capture those emotions. It’s still the best word to describe this hodge-podge of meanings. How do you define engagement? Answering this question is the key to answering – ‘Are You Engaged?’

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