Engaging Audiences: How are Engagement Metrics Used?
If sites are spending time measuring engagement efforts, how do they use this information? A majority of the respondents, between 65% and 67%, said they use this input to inform or develop their editorial content. About 63% used the information to get feedback on their efforts.
Yet while overwhelming majorities said they engaged audience members with social media connectors (91%) or as content contributors (81%), only 45% said they used engagement metrics to actually recruit more content contributors or social media participants.
Consistent with other responses, only 37% said they use their tracking results to scout opportunities for marketing or outreach.
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