Redefining Engagement to be More Engaging It starts with redefining engagement as we know it today to ultimately improve experiences tomorrow. I spent some time exploring existing definitions and I was surprised to find a lack clarity around such an important word. Since we spent so much time talking about what engagement is not, I invested time in researching the best practices of brands that were clearly driving communities in a particular direction through digital, social, and mobile channels. Those companies include Virgin America, Dell, TOMS, Whole Foods, Giant Nerd, among others. As a result, a working definition for engagement came into view… Engagement is defined by how a brand and consumer connect and interact within their networks of relevance. Simple. But, it’s also incomplete. It’s not just about the moment or competing for attention, it’s about the aftereffect. Engagement is measured by takeaway value, sentiment or feelings, and resulting actions following the exchange. If we look at the nature of the community in which brands are investing today, editorial programming, contests, gimmicks, campaigns, etc. lend to only one of the multifaceted sides to customer engagement. Community is much more than belonging to something, it’s about doing something together that makes belonging matter. This is why businesses must think about investing engagement by defining experiences, journeys, feelings and outcomes. Without doing so, they by default introduce experience divides that disrupt flow, hinder sentiment, and obstruct clicks to action.
