Guest Author: Kerry Cosby, Association Success
Membership engagement scores are everywhere—in articles, at conferences and even built into our association management systems.
As we are able to access more and more data, we seek out new and better ways to use them for understanding member behavior, and member engagement scores stand at the ready, offering us the key to this knowledge.
But when we measure member engagement what are we really measuring? These scores are a little like time: you know exactly what they are until you have to explain them.
In fact, often member engagement scores have little to do with the real world, and need to connect to something more substantial to reflect how our members actually interact with our organizations and why they do it.