The Truth About Online Engagement

Many people talk about online “engagement” yet few take the time to define the term, create a strategy to increase engagement, and create effective methods of measurement.

There are many definitions of online engagement but let’s keep this simple and use Facebook as an example. If your customers or potential customers “like” a post or respond with comments or questions, they are engaging with you. They latter is what you want.

It’s not about how many followers or the number of people who “Like” your page; it’s about the number of people who engage with you, your venue, your service, your products — your brand.

Engagement means creating community, having a two-way conversation, having a dialogue with your followers. It means they ask you questions, and they share ideas that relate to your brand and other followers.  It’s as if everyone is invited over for a big community festival at a park and everyone is sharing with each other. That’s engagement.

You can increase engagement by asking for it. If you are a restaurant or grocery store and you post a great recipe for dinner, ask people to send you photos how it tasted and what their version looked like. Ask them to send in and share similar recipes.

You can track engagement month to month, year to date, and that month year to year. The goal is to increase the comments and the engagement.

(c) Joseph Barnes  www.Digital3000.net

ROI May Be Measurable in Facebook & MySpace

Jack Neff is out with a story in AdAge.com proclaiming that ROI may be measurable in Facebook and MySpace afterall. Here’s the theory—-

MySpace teamed with ComScore, which uses a panel of more than 1 million people in the U.S. to track internet usage, and Dunnhumby, which runs loyalty programs for supermarket retailers and has access to loyalty-card purchase data from 59 million people in the U.S. The two panels include 60,000 people who are part of both databases, creating a single-source database that allows a definitive look at how internet ads affect offline purchases.”

“One of the first studies was for an unnamed personal-care brand that ran a $1 million campaign on MySpace last year, including a contest in which members submitted videos of themselves and friends for others in the network to vote on. The program also included online couponing.”

“By the measure that matters most, sales, the campaign appeared to pay off nicely. It produced $1.28 million in offline sales, as measured by Dunnhumby, which compared purchases among shoppers not exposed to the campaign with purchases among those who were. That amounted to a 28% return on investment, not counting returns from repeat sales among consumers the brand won via the campaign.”