22nd May 2013
Yesterday I went to the Community Manager unconference and it got me thinking about metrics and ROI.
While it’s difficult to guess which metrics will work best for someone else’s company, especially without knowing the specific business goals for the team, I pulled together some thoughts about potential business goals for a community/social media team and metrics I’ve reported in the past.
At a high level, I’d recommend tracking specific goals tied to current business goals and creating/updating a community metrics dashboard each week.
A few example business objectives for community outreach:
- engage existing customers
- encourage word of mouth
- spread news about our business/ share good user stories
- brand awareness and visibility
- become part of the larger conversation in your field/market
- increase search ability
- complement promo campaign
- support other calls to action
- ambassador advocacy
From the very high level, there are three quantitative things you’ll want to track for any community project:
- Audience size (reach)
- Reactivity (RT, share, reblog, etc)
- Traffic to site
Caveat: Community deals with people, it’s good to also look at some “squishy” qualitative things as well.
Other specific metrics I’ve tracked before…
- Site traffic driven via social channels
- # of fans is interesting, number of engagements/shares better, shares by key influencers and super fans best
- # and % positive customer mentions
- # posts
- # mentions
- # super fans
- search engine rankings spot test
What do you track? How do you track it? How often?
14th May 2013
On last Friday night’s episode of Kitchen Nightmares, shouty chef Gordon Ramsay quit after the delusional owners of the Scottsdale restaurant Amy’s Baking Company proved to be beyond saving….
Terror tale of how not to manage your brand online. Shouting in all caps, swearing and abusing people on their Facebook page - and not knowing when to disengage. It’s a great tale for community and social media managers - stepping away from the keyboard can not only save your sanity, it can also save your brand.
6th May 2013
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Last week, at GetSatisfaction’s inaugural Customer Success Summit (May 2, 2013) in San Francisco, I received my regular reminder that I live in this tech bubble called the Bay Area. I was speaking with a gentleman about why I was attending and how I understood the importance of building…
1st May 2013
Great recap of Verge blogger Paul Miller’s year away from the Internet. Excerpt:
"I’d read enough blog posts and magazine articles and books about how the internet makes us lonely, or stupid, or lonely and stupid, that I’d begun to believe them. I wanted to figure out what the internet was "doing to me," so I could fight back. But the internet isn’t an individual pursuit, it’s something we do with each other. The internet is where people are.”
The Internet is where the people are. It’s inexorably linked to our culture, woven into our relationships and drizzled across our lives.
26th April 2013
Love this community management report infographic from SocialFresh.
13th April 2013
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It will help you to build a stronger culture within your company, better relationships with your customers and staff, and ultimately a more successful business.
11th April 2013
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(Via/FOLLOW The Absolute Best GIFs)
This image is everything that is right about the Internet.
10th April 2013
Great post by the lovely Meighan L. O’Toole about community, burnout and (re)finding your passion online.
13th March 2013
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Via Hubspot - a great case study of 8 different businesses with strong cross-social media brand presence. Includes Google, Target, Etsy and others.
12th March 2013
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Love this blog and infographic from Social Advice where 14 consumer brands in 7 industries were tweeted at with customer support issues and then timed on response.