Engagement (External or Internal)
External engagement communities bring together a group of people around a common interest that is related to a given brand or product. Internal engagement communities are made up of employees, suppliers, partners, or vendors who work with a specific brand. Community is powerful because it gives people a common sense of identity and belonging. If a brand is facilitating that sense of identity, it doesn't matter if the community is focused specifically on their product or not — members will feel a stronger connection to the brand.
Most common metrics:
Active engagement, Conversation engagement (posts, comments, DMs, etc.), Number of event attendees, New user-generated content, New user/member signup.
Examples: Nike Run Club, Sephora Beauty Insider, Inbound Community, Google's Women Techmakers