Metrics and measurement
Engagement is the sum of the reactions an audience gives a piece of content: likes, comments, shares, saves, watch time.
In Enrico Giubertoni's articles its depth counts for more than its volume: the tone and complexity of comments tell you things about an audience that a count of interactions leaves out. It is a quantitative answer to «how engaged is my audience», and the why belongs to qualitative data.
An example
A brand community measures success on followers, likes and impressions, and the numbers climb every month. Switched to active engagement, sentiment (the tone, favourable or hostile, of what the audience writes), member retention and the quality of interactions, the same community shows where the bond is genuinely relational and where it stayed transactional.
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