Thalasar Ventures

What is it that drives social networking sites today? The buzzword is “engagement”. Your success online depends on how much can you keep your audience engaged. The term “engagement” in social media has various means, for example involvement, interest or perhaps a vow. Leading brands present in social networking sites such as Facebook and Twitter concentrate on this in order to make the most of their online brand building initiatives. Numerous enterprises and brands dealing in sections such as food, apparel, telecom, cosmetics and others have their own way to engage their customers socially. There are some who uses tactics such as quizzes and online polls, whilst there are some that depend on customer feedback and competitions. All this put together, makes engagement analytics a wholesome mix to study and analyze.

Engagement analytics look interesting, but it has its own complicacies as well when it comes to evaluation. However, it is of interest to delve into the multiple facets of web or social analytics. Once we have a clear perception about customer engagement we are able to conjecture what web analytics can or cannot convey about website visitors. There are certain web analytics metrics widely used in order to understand the kind of engagement they capture.

For instance, there is something called “Unique Visits”, that highlights the section of people who have decided to remain engaged by browsing and visiting a particular website for the first time. Similarly there is another term called “Frequency of Visit” that is required to be contextualized with a stipulated time. Contextualized frequency enables in identifying the relative degree of a user’s engagement. “Recency of Visit”, shows the recency of any user’s last activity. “Subject of engagement” on the other hand must not be restricted to the users. To explain on similar lines the “Object of engagement” is primarily the enterprise, brand or the consumption topic.

Measuring Engagement Analytics

The capacity to measure customer engagement, the chief indicators and the levers that help to optimize and impact engagement are essential to the success of any enterprise keeping in mind the social media objective. However, no single metric can be a solid indicator to evaluate how engaged a user is, the modern day service providers have introduced certain social media analytics tool.

Eminent service providers of engagement analytics enable users to measure customer engagement initiatives and results in user retention. This depends on the quantity of pre-set factors in addition to the enterprise’s own custom funnels. Customers have the admission to expert guidance that enables then to understand the way social engagement functions. Furthermore, customers can also identify the apt way to capture the data that will provide them with a clear picture in the factors that impact engagement campaigns.

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