What Engagement Means For Media Companies

Media companies are investing more in social media, video, rich Internet applications, and other initiatives to drive online engagement. But what does engagement really mean for media companies, and what's the best way to measure it? As Web analytics gurus and industry experts have noted, defining and measuring engagement can be a complex undertaking. In practice, media companies tend to distill engagement into just a few crude metrics, like page views and time spent. But this shortcut doesn't account for the complexity of interaction with media, and it doesn't adequately connect the dots between investment and revenue return. Forrester defines engagement in four dimensions — involvement, interaction, intimacy, and influence — each built from online and offline data sources. This report will demonstrate how media services professionals can apply Forrester's engagement framework to drive business benefits in ad sales, audience growth, and content development.