Member engagement encompasses different meanings to different organizations. What does your association think of when you talk about member engagement, for example, subscription renewals, donations or other specific behaviors of individual members? The problem with discussing engagement is that the term has become somewhat generic and broad, so we鈥檙e often lumping different ideas under a single term.
We have shared how publication apps can help you increase reader engagement. This is an example of measuring engagement based on individual behavior 鈥� in this case time spent with specific content, social media shares, or interaction with in-app advertisers.
A recent article by Joe Rominiecki of Associations Now captures just how fuzzy our definitions of member engagement are and how critical it is to tighten those definitions up and shares insights about accomplishing that.
And, if Rominiecki鈥檚 article inspires you to reevaluate your association鈥檚 engagement definition, it will definitely be worth your time to also read his article, and his article. Both of these delve deeper into the specifics of defining and measuring engagement.
Whatever your association chooses as measurements, remember to focus on those metrics that help you demonstrate your efforts are worth the investment. And, remember it鈥檚 safe to assume that if reporting your metrics takes more than one piece of paper, you鈥檙e probably trying to track too many things.
What We’re Scoring When We’re Scoring Engagement
A tool for tracking and measuring member engagement can be valuable for any association鈥攊f you can decide what 鈥渆ngagement鈥� actually means to you, first.
In the last couple of years, you might have noticed an upswell in talk in the association community about tracking and scoring member engagement data. At the very least, I know we鈥檝e shared a lot of stories about engagement data here lately.
Data is knowledge and knowledge is power, so we鈥檝e sought out these stories to help associations navigate the rather complex endeavor of translating member engagement activity into meaningful metrics. One of our most recent case studies reminds us that 鈥渢ranslating鈥� is indeed a vital step in the process.
