If I talk to my girlfriend 83% more this month than last month, am I more engaged? How about if I made a few comments about her? Am I engaged?
I wish marketers would quit expressing the term engagement as time measured on the page, number of comments, number of followers, number of votes, or even the number of minutes of video watched.
That’s not engagement, that’s dating.
Dating is any social activity undertaken by, typically, two people with the aim of each assessing the other’s suitability as their partner.
If your visitors are spending more time on your site, congratulations! You’re dating more and it’s a good sign… but it’s not an engagement. When your visitor buys the ring and puts it on your finger, tell me that you’re engaged. When the number of those visitors increases and they purchase more off your website, then you can tell me that your engagement is increasing.
Marketers who can’t measure return on investment with social media use terms like engagement to legitimize their efforts and wow their clients… while wasting their money.
By social media standards, the campaign was a huge success… everyone befriended the gnome and comments and conversations flew! People spent more time on the page and there was a ton of exposure. Unfortunately, though, the campaign cost $300k and was a failure at driving business to Travelocity. In other words… no engagement.
PS: On a side note… I don’t really have a girlfriend.