Andy on Twitter

  • Local burger joint empty of people other than queue of Uber Eats and Deliveroo delivery peeps waiting for orders... sign of the times...,
  • Big congrats to the ⁦@Hubdoc⁩ team... great products deserve to grow together... ,
  • Sad day... Incredible leader and what a legacy... Sergio Marchionne, car company executive, 1952-2018 | Financial T… ,
  • Sad day... Incredible leader and what a legacy... Sergio Marchionne, car company executive, 1952-2018 | Financial T… ,
  • Amazon needs to stop the geofencing nonsense. Can get a kindle book in the US store but not in the AU store. Same b… ,
  • Why are the All Blacks so good? - CNN ,
  • Yep... 😀 ,
  • Am on the hunt for an awesome marketing opps / agile specialist who can help instrument marketing, build our workfl… ,
  • Good read ,
  • Great guy and great agency. Well deserved. ,
  • More rugby rule ridiculousness... Mataele should have been carded for not making an attempt to get the ball. He too… ,
  • Correlation does not imply causation via @campaignmag,
  • Great podcast. As is the one hosted by terrific advice for all of us who need more sleep. ,
  • Connect

Measuring Engagement

The degree to which readers engage with media should be a critical factor in understanding the value of that media. My view has been that the degree to which actions intended from any marketing activity – say downloads – occur is proportional to participation in that media by readers/ views/ the community. For this reason I like Scoble’s idea on measuring media engagement.

This will require a step-change in thinking by communicators. Rather than looking at the reach of publications, we need to think in terms of participation.

Illuminating Buzz’s experience in downloads driven by USA Today vs. Scoble is our experience with online tech media. From them, the traffic is nominal. But a post by James Governor of Redmonk referring to LogLogic on average drives a 14% spike in traffic to the site. This is just one dimension of participation and probably the most base level (traffic, link push-through, etc.).

Where Scoble starts going with this idea is really interesting and where you get to the heart of participation. Do people not only scoot from James to us but when they arrive do they start doing things – like downloading, viewing, registering, commenting? That is where traffic becomes exponentially available.

So which is more valuable to me. InfoWorld or Monkchips? The lazy answer is both. But in resource constrained start-ups you punt on the media driving hardcore participation.

One Response

  1. By James Governor on October 27th, 2006 at 11:17 am

    One of our clients Five Runs, when just a prospect, briefed Cote. Cote blogged about the software – and pointed to the beta program. we referred more than 50 new signups to the beta program that day… which is a data point, like yours, that i am very proud of.

Speak Up — Add Your Thoughts

Connections

  • Connect
How did you connect?   [?]
Indulgences-Coffee