
Redefining Engagement – Juan Carlos Lopez Calvet, Director of Data & AI at Schibsted News Media
ℹ️ Defining Engagement… Media brands – Where is the line between informing the public and “hooking” them into the screen? 👀
Is your definition of “engagement” benefiting your readers or just your short term bottom line?
Juan Carlos Lopez Calvet, Director of Data & AI at Schibsted Media, shares a crucial perspective this week: We don’t want engagement for engagement’s sake – we want informed citizens. He discusses the tension between chasing engagement numbers and providing valuable, meaningful content. 💙
📲Engagement shouldn’t be about keeping users glued to the screen, but about providing valuable information that keeps them coming back. 🫰
Schibsted’s approach? A metric that fits a variety of brands’ with different business models – Focusing on the number of days per week a user visits their platforms.
A metric that is positive and intended to add value for the user. Habit over time spent. 🧲