Why Measure Engagement and Tone?
Engagement metrics showcase audience interaction and are critical in highlighting the success of content. The engagement metrics used to measure success are dictated by the overall goal i.e. an event's social media strategy or its aims and objectives. Measuring engagement adds context to reach by helping events to understand how users are interacting and with what type of content (i.e. videos, pictures or hashtags). If users are ignoring an event's social media activity, the target audience is perhaps being missed and a change of approach is required. Considering the Tone of exposure acknowledges whether the coverage was positive, neutral or negative according to the message an event is trying to convey.
Download - Engagement and Tone Toolkit (.pdf)