--- title: "Thursday Buzz: Why Online Engagement Declines" id: "37349" type: "post" slug: "thursday-buzz-why-online-engagement-declines" published_at: "2017-03-16T20:27:33+00:00" modified_at: "2026-11-09T16:20:56+00:00" url: "https://associationsnow.com/2017/03/16/thursday-buzz-why-online-engagement-declines/" markdown_url: "https://associationsnow.com/2017/03/16/thursday-buzz-why-online-engagement-declines.md" excerpt: "Achieving high online engagement rates is difficult for any group. Signs say that it may be getting even harder. Also: Pick the right metrics for your digital advertising goal." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "fan engagement" - "Marketing" - "Membership" - "Social Media" taxonomy_content_format: - "Article" taxonomy_role: - "Association CEO / Executive Director" - "C-Level" - "Director" - "Manager" - "VP" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Thursday Buzz: Why Online Engagement Declines When you think of important social media performance indicators, engagement metrics are probably top of mind. But *Business 2 Community* reports that [engagement metrics are down (opens in a new tab)](http://www.business2community.com/social-media/engagement-still-matter-social-media-metric-01780208#lFd1MVIj3uYitq6O.97) across many online channels. “Trolls, the 2016 election, and general declining interest in online conversations may be to blame for the decline in engagement,” writes William Comcowich. “Online publications are closing comments sections on articles.” Many associations don’t want to use social channels simply to broadcast content. They want to garner likes, shares, and comments to determine their content’s value and the strength of their online community and marketing strategy. In light of declining engagement across the web, how much should associations prioritize this tactic, especially considering that there are costs that go along with it? ### Infographic of the Day [https://twitter.com/MarketingProfs/status/842393806850924544 (opens in a new tab)](https://twitter.com/MarketingProfs/status/842393806850924544) **Speaking of performance metrics**, how can digital marketers decide on the best metrics to measure their campaigns? *MarketingProfs*has put together a [handy flowchart to help you decide (opens in a new tab)](https://www.marketingprofs.com/chirp/2017/31572/flowchart-use-the-right-digital-advertising-strategies-and-metrics-for-your-campaigns-infographic) . It depends on your goal. If you’re employing an awareness campaign, you want to focus on reach metrics, including views and impressions. Do you want to see how often someone who sees your ads clicks on them? Take a close look at click-through rate measurements. ### Other Links of Note **Refine your message.** *SocialFish* shares a key [secret to be becoming a better writer (opens in a new tab)](http://www.socialfish.org/2017/03/the-secret-to-better-web-writing/) . **Facebook Messenger Day.** *Social Media Examiner* reveals [how to use the latest feature (opens in a new tab)](http://www.socialmediaexaminer.com/how-to-use-facebook-messenger-day-for-marketing/) from the social media giant in your marketing efforts. **Are there opportunities for lifetime membership enrollment?** *Tagoras* highlights [one way it could be done (opens in a new tab)](http://www.tagoras.com/lifetime-enrollment-equals-membership/) . (iStock/Thinkstock) [Raegan Johnson](https://associationsnow.com/author/raegan-johnson/) Raegan Johnson is a contributor to Associations Now. 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