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Thursday, April 28, 2011

Listen Understand Do - more important than just focusing on Measuring Customer Engagement on the Web | The Social Customer

Julia Hunt writes in The Social Customer - its not just enough to measure, but to recognize that what is easy to measure may not be the thing to get you to the goal you hope for.

"The folly of measuring web visits while hoping for community engagement."

to paraphrase a seminal management classic by Stephen Kerr "the folly of rewarding A while hoping for B"

Ms Hunt writes a comprehensive review of engagement metrics while never losing sight of the essential HUMANITY of the act of engagement.

Not easy to measure, Engagement - but essential to understand, listen and act to earn engagement and keep engaging.


Goals and Metrics – Measuring Customer Engagement on the Web | The Social Customer

MIT OpenCourseWare: I'm invested
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