Posted by Mitch Mitchell on Dec 27, 2011
A few days ago I came across a blog written by Robert Dempsey of Dempsey Marketing and read a post titled Is A Blog Really Meant For Engagement? His overall premise was that blogs indeed were for engagement and that social media offers many ways to help create that engagement and that it can be measured using Google Analytics through one of their new options titled, appropriately enough, Engagement.
As it figures, the first bit of irony I came across is that you have to log in to leave a comment on his blog, and that took me 3 or 4 minutes to find. So much for easy engagement, since y’all know I don’t log in to anything to leave an opinion.
First, you have to find it. It’s listed under Audience, then social, and it’s your first choice. What you’ll immediately notice is that it looks just like the overview page; what the hey? Well, that tells us nothing. Under mine for this blog there are two listings, one saying “not socially engaged” and the other saying “socially engaged”; that one has only 19 visits under it, while the other is well over 6,500.
That meant nothing to me so I clicked on the one that said socially engaged to see what that 19 represented. What came up is a listing of just what socially engaged meant, and it meant that 19 people either liked it or gave it a +1, as it’s associated with Google Plus. So, it’s not counting Twitter or Facebook or anyone else? Okay…
I went back and clicked on the not socially engaged link and nothing comes up. Actually that’s not quite true; it says it has no information to share with me. The actual words are “There is no data for this view.” Four years worth of data and it has nothing?
I went back to the socially engaged group because there are other stats you can glean from them. If you click on a tab that says “secondary dimension” it gives you choices of stuff you can find out about the folks you’re engaged with. Mine says these people average around 25 minutes on my site; oh yeah! And my bounce rate is only around 34%; not bad. Finally, those 19 people visit an average of 3.3 pages on every visit; not depressing.
But it’s skewed. For one, it’s including me somehow, even though I’ve never come to my own site via G+; just wouldn’t make sense. Then someone from Abuja (where?) came by, looked at 2 pages, and stayed for more than 2 hours. That kind of thing will really play with one’s numbers. And I couldn’t figure out what anyone had viewed; ugh.
So, let’s start with this. Engagement is pretty fancy for “look at how Google+ is helping you… or not.” That doesn’t quite help.
Next, let’s talk about the topic in general, that being engagement and whether it’s what we want. Of course it’s what we want; if not, I wouldn’t write all those posts about making it easy to comment on your blog! I wouldn’t talk about comment systems. I wouldn’t bust on Seth Godin so much if I didn’t believe in engagement. I wouldn’t have given love to so many people if I didn’t believe in engagement.
Is there anyone, other than Seth Godin (heck, I did it again), who doesn’t believe in engagement when it comes to blogging?