May 23, 2018
By Maven Road
Is there any surefire way to improve your marketing strategies? Of course there is: measuring the effectiveness of your brand’s owned content. It is essential to understand what is grabbing your audience’s attention beyond just “profile views”. User engagement metrics have become a big part of measuring success in the digital world. Engagement metrics analysis are extremely useful in knowing if your brand’s content inspire users to take action, what actions are they taking, and how frequently and consistently are they taking those actions.
Media agendas depend on what is currently happening in the world. As a newspaper, The New York Times doesn’t completely control the topics of its content; they adapt their editorial line to current events worldwide. We proved that even in this case, engagement metrics are useful to understand the treatment that media can give to an “imposed” content, so it can generate a bigger impact on audiences. An engagement report provides necessary “glasses” for content generators to move with a clear vision through the creative path, and provides statistical support to ensure content structure and visual material are the most accurate, according to consuming behavior shown by audiences.
In order to measure audience engagement we identify specific metrics in user activity that capture not only levels of interest, but the amount of involvement visitors have with a publishers content. In this report we focused on likes, shares, and number of comments; prioritizing the most automated actions shown by users when interacting with brands. This report offers insight into The New York Times audience engagement with its owned content that is both valuable and unique.