The importance of a contact model

February 10, 2021

12 to 1pm EST (9 to 10am PST)

Two common challenges we hear: “we want to improve engagement with our audiences” and “we want to understand how well we are engaging with our audiences”.
A key obstacle to answering those challenges is the absence of a clear, consistent and, most importantly, operational contact model that outlines and connects:
  • The strategic objectives (organizational goals) for engaging with a particular contact
  • The tactical engagement points used to meet those objectives
  • The key attributes of a contact that should be tracked within (and across) systems to measure and improve engagement
Chances are that your contacts have some elements of this model in some of your systems, but they are likely distributed and inconsistent. In order for your organization to effectively scale engagement, having these contact attributes clearly defined and consistently implemented is critical. Join us as we discuss these elements in detail and help you get started down the right path to audience engagement.


Adam Good, Senior Strategist

Adam Good has been working with organizations on their engagement strategies and platforms since “social widgets” were a thing and MySpace was still the space. He blends his professional experience in communication strategy, organizational change and digital engagement with a lifelong love of board games, music production and experimental poetry and art. The throughline connecting these interests is an abiding fascination with the systems that connect and empower people to have meaningful experiences and change the world. Beyond these interests, Adam is a voracious consumer of ideas and information across sources and boundaries; he folds his findings from all fields into an ever-evolving notion of engagement.

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