According to Brian Haven, senior analyst at Forrester Research, Engagement involves four components: involvement, interaction, intimacy, and influence, each built from data collected online and offline. “Using engagement, you get a more holistic appreciation of your customers’ actions, recognizing that value comes not just from transactions but also from actions people take to influence others…”
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We are used to tracking web traffic, purchases via phone, web and retail locations. Add into that reviews in sites like Yelp, Facebook fan activity, LinkedIn updates, Tweets — good and bad, blog content, RSS content, mobile activity. Every day there are new apps like Foursquare (a location service-based social network/game. What it does is tell you where your friends are and adds a little fun to going out in the evening) and Chat roulette (exactly where is that going?).
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