I tend to think that engagement is more of a feeling. Engagement is believing (or hoping) you found your peeps. It is calling yourself a member of a community (or even a professional family.) Engagement is the pull to engage more. Engagement is feeling like others value you.
Engagement is soft and squishy.
There may be behavioral markers of engagement, like becoming a mentor or a mentee, speaking at a conference, becoming a trainer, submitting a paper, or volunteering for a committee or board position. There may be even looser behavioral markers like email opens, page clicks, etc. These behaviors may be indicators of engagement, but not necessarily engagement themselves. You can play this out by thinking of the board members who do not know how to navigate your website, as well as the non-members who read every inch of it.
As you plot out how to measure engagement think about how well the behavioral markers of engagement that are easy to measure tie to real engagement.
- New habits for member engagement
- Member engagement just got temporarily easier
- Spot member engagement opportunities in seconds