11 November 2008 134 views No Comment

Over at her Conversations blogsite, Dina Mehta explores the notion of evaluating Soc Med engagement by assessing the richness of the conversations that take place, rather than with traditional metrics. For a taster of Dina’s article and thoughts, she suggests the following be considered: Participation, Engagement, Influence, Imagination, Energy, Loyalty and stickiness…

Participation - where are the conversations around your brand happening? who’s participating? what are people reading, sharing, discussing, critiquing? are you/is your brand situated in these conversations? are you present? are you accessible? Engagement - have the number of conversations around your brand increased? how are you assessing the quality of these conversations? are people negotiating shared meaning? what elements of your brand or offering are being discussed - are they core or peripheral? Influence - you represent the human face of the brand - what social interactions are you able to influence around your brand or area of expertise? does this enhance your stature in the industry today? are you being talked about more? are you/is your brand or organization being seen as a thought leader? are you being invited into industry conversations? Imagination - has your brand captured the imagination of people? are people riffing on it, playing with it, creating avatars of it ? Energy - are you able to harness all of the above - participation, engagement, influence and imagination in a manner that keeps your brand alive and vital? what are the conversations around the value your brand is creating in their lives? is your brand able to keep up with the energy of its users or audiences ? Loyalty and stickiness - are your engagements in conversations with your TG a fad or do they sustain and build over time? what is the personal investment your users display in their discussions around your brand? do they enjoy ‘hanging out’ with your brand or you?