Audience Engagement: A Primer

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Audience Engagement: A Primer


Benjamin Franklin said, “Tell me and I forget. Teach me and I may remember. Involve me and I learn.” The wisdom of our Founding Fathers remains timeless and relevant in today’s world – and, yes, even in the event world.

In our industry, everyone is talking about engagement. What does it mean, and why does it matter?

Eventbrite has released a stellar overview of audience engagement, with practical advice gathered from the event marketing industry’s leading experts to help define and harness the power of today’s engagement tools. Corbin Ball, a noted meetings technology speaker, defines engagement as “an emotional involvement or commitment by an audience.” Benjamin Franklin may have been on to something – involvement is a key component to fostering a committed and active audience.

In summary, Eventbrite leaves us with this good working definition of engagement: “the deliberate strategy of turning event attendees into active participants.” Why, however, does it really matter? As one expert in the article asks, “If they’re not engaged, then what’s the point?”

There are many technology tools at your disposal to capture engagement metrics, and you’ll find some suggestions on the best ways to utilize them for both in-the-moment rewards and future success.

This piece is the best I’ve read on the subject – take a read, it’s worth your time.


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