Measuring Engagement is just another term for Measuring Relationships

I was asked over the weekend to comment on Jason Fall’s post on measuring engagement and it got me thinking. The reason that engagement is so important to today’s marketers, and why everyone, is trying to figure out how to measure it, is that engagement is essentially the first step in building a relationship between your customers and your brand. And in this era of drive by flaming and overwhelming inundation of data and messages, an organization’s relationship are what will differentiate it from everyone else.