Measuring Online Member Engagement: Hats Off to You!

By Andy Steggles posted Jun 16, 2014 05:02 PM


I know it’s tough to keep up with all of the tools and tricks for retaining and engaging your members—hats off to you. When it comes to achieving your organization’s goals, you often need to wear many hats. How do you measure online member engagement? And how does it correlate to increased revenue and greater satisfaction

Success for your online community will never be one-size-fits-all (although we’re hoping our new hats pictured above are!) but rather a collection of ideas, performance metrics, suggestions from members and KPIs that align with your organization’s goals. Here are a few examples to keep in mind:

Volunteer Management

When the American Society of Association Executives (ASAE) launched its volunteer management system, its goal was to facilitate micro and traditional volunteerism. In this case, measure the total number of members that have signed up for notifications and opportunities.

Member Directory

If your objective is to improve member-to-member collaboration, then try measuring the number of connections established in the member directory or the number of one-to-one messages posted.

Discussion Groups

The most common measurement of success is usually focused around discussion groups. It’s interesting how many different ways you can measure discussions and posts, from frequency and responses to recommendations and new groups.

So I hope you’re looking forward to the ASAE 2014 Marketing, Membership & Communications Conference as much as I am. My education session on June 17 at 4:00pm will feature the topic, “Measuring Online Member Engagement and ROI.”

Hear the panel of experts as we share the core elements of a successful online community, and walk away with useful benchmarking data to achieve online engagement success. Also learn more about better utilizing Connected Community’s features and how it will help drive your member engagement.

See Higher Logic in action at MM&C and:

  • Attend my session for a copy of “The Community Benchmarking Report”
  • Meet Mark, George and Chris in Booth 513. Plus grab a Higher Logic baseball hat
  • Join us tomorrow for a networking reception at RFD – Eat. Drink. Explore

What is your biggest membership or marketing challenge?