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What Is The Engagement Trap (And What To Do About It)?

Joel R

The engagement trap is a race to community activity for the sake of activity.  It's usually measured by simple aggregate numbers like the total number of posts, topics, likes, or members.  

Many community managers and webmasters enjoy spouting engagement numbers.  It's an easy number to brag about.  It's an easy number to find.  It's also, unfortunately, a terrible metric to measure.

Engagement metrics are exhausting since you're aiming for higher-and-higher goals, which grow into unreasonable levels over time.  It's misleading, because it's not indicative of information exchanges or quality resources.  And it's ultimately...

The engagement trap is a race to community activity for the sake of activity.  It's usually measured by simple aggregate numbers like the total number of posts, topics, likes, or members.  

Many community managers and webmasters enjoy spouting engagement numbers.  It's an easy number to brag about.  It's an easy number to find.  It's also, unfortunately, a terrible metric to measure.

Engagement metrics are exhausting since you're aiming for higher-and-higher goals, which grow into unreasonable levels over time.  It's misleading, because it's not indicative of information exchanges or quality resources.  And it's ultimately...

The engagement trap is a race to community activity for the sake of activity.  It's usually measured by simple aggregate numbers like the total number of posts, topics, likes, or members.  

Many community managers and webmasters enjoy spouting engagement numbers.  It's an easy number to brag about.  It's an easy number to find.  It's also, unfortunately, a terrible metric to measure.

Engagement metrics are exhausting since you're aiming for higher-and-higher goals, which grow into unreasonable levels over time.  It's misleading, because it's not indicative of information exchanges or quality resources.  And it's ultimately...