| Metric name | Engagement |
| Standards area | Social media measurement |
| Metric description and application. The question that this metric answers. | Engagement addresses the question of how many individuals were exposed to an item and then took some additional action.
“Engagement is defined as some action beyond exposure and implies an interaction between two or more parties. Social media engagement is an action that typically occurs in response to content an on owned channel – i.e. when some engages with you.” (www.smmstandards.com) |
| Status | This interim standard was developed by the Social Media Measurement Standards Conclave (a cross-industry collaboration bringing together many organizations (see http://www.smmstandards.com/about/). This standard was publicized for comment by the industry, submitted to the Coalition customer panel for review, and then adopted as an interim standard. |
| Standard or guideline | Standard |
| Metric type | Output or Outcome
“Engagement and conversation could be but are not necessarily outcomes. Organizations may weight engagement and conversation types differently based on their goals, but engagement and conversation metrics should be consistent across an organization.” |
| Detailed description.
This is the actual standard, and must include full description of how to use this metrics |
Types of engagement (what counts):
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Engagement is measured by:
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| Source documents | (www.smmstandards.com) |
| Academic research supporting this standard. | |
| Validity and reliability of the standard. This should reference formal, preferably published, research demonstrating the validity and reliability of the metric, or, in the absence of such research, the kind of research that should be conducted. | |
| Team leads and contact information | Katie Paine, IPR Measurement Commission and News Group International
Katie@newsgroupholding.com Richard Bagnall, AMEC and Metrica richard@metrica.net Tim Marklein, Council of Public Relations Firms and W2O Group tmarklein@wcgworld.com |
| Version, date, and author | Version 1.0
March 19, 2013 |
