Tuesday, February 22, 2011

How Do You Define Engagement? Does It Really Matter?

There’s a video story that you can watch here - "Marketers Debate The Definition of Engagment" - that struck me as interesting on a couple of levels.

First, the industry doesn’t yet have a definition of engagement that everyone agrees on.

Second, does it really matter?

Instead of debating how engagement is defined, perhaps time would be better spent debating how engagement can be measured. But don’t you have to define something to in order to measure it?

I don’t know. Do you?

Everyone agrees that engagement (however it's defined) is important. Everyone agrees that we need to find a way to measure engagement so that we can pay for it.

My feeling is that once we find a way to pay for it, it will have defined itself.

So let’s focus on measurement rather than definition. The definition isn’t really that important.

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