Engagement Metrics That Matter

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dc.contributor.authorBlasingame, Dale C.
dc.date.accessioned2020-05-27T15:22:11Z
dc.date.available2020-05-27T15:22:11Z
dc.date.issued2020-01
dc.description.abstractMashable, in 2013, declared that engagement is a “big word that means very little” (Hockenson, 2013). That attitude has changed dramatically in the past six years. For many newsrooms, publishers and content creators, engagement plays a key role in publishing, strategy and business decisions. It is now common to see positions like engagement editor, audience development editor and director of audience in journalist biographies. For decades, the thought process behind engagement, even if it was not called that at the time, was to count page views as the main source of information regarding what the audience was doing with content. Thankfully, newsrooms, brands and publishers now have myriad ways to measure, track and use data about audience behavior - and not all of it is based on social media. With that said, what is engagement? Which metrics truly matter? What skills do journalists need to work in this dynamic field? The answers to those questions depend on who is asked.
dc.description.departmentJournalism and Mass Communication
dc.description.versionThis is the author accepted manuscript version of a book chapter published in The Golden Age of Data.
dc.formatText
dc.format.extent21 pages
dc.format.medium1 file (.pdf)
dc.identifier.citationBlasingame, D. C. (2020). Engagement metrics that matter. In The Golden Age of Data: Media Analytics in Study & Practice (pp. 160–181). United States: Routledge, Taylor & Francis Group.
dc.identifier.doihttps://doi.org/10.4324/9780429276859-12
dc.identifier.isbn9.78043E+12
dc.identifier.urihttps://hdl.handle.net/10877/10319
dc.language.isoen
dc.publisherRoutledge, Taylor & Francis Group
dc.sourceThe Golden Age of Data: Media Analytics in Study and Practice (1st Edition), 2020, Chapter 12 (pp. 160-181). Abington, UK: Routledge.
dc.subjectengagement
dc.subjectmetrics
dc.subjectsocial media
dc.subjectJournalism and Mass Communication
dc.titleEngagement Metrics That Matter
dc.typeBook Chapter

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