Infinitive Difference Blog

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Measuring Engagement

When it comes to online metrics, “engagement” has been one of the hottest in analytics circles for the last several years. Yes, it is potentially powerful measure of how enthusiastic consumers are about your brands and offerings and how likely they are to buy or recommend them. But, in terms of social media engagement, this report suggests a caveat for businesses:

Social media users are eager to share—and click on—news and entertainment stories, which account for nearly three-quarters of all social media referrals…Social media site users, by contrast, make up fewer referrals to content pages, and those who do click are less engaged.

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