Comments on: How Are You Measuring Your Community?

By: Karuna Thareja

Karuna Thareja — Thu, 18 Mar 2010 06:58:04 +0000

This is an excellent synthesis of a Social Media strategy.

Being a SMM marketer I have come across many clients who sync social media success with the number of conversions and revenues. Although, it is a great barometer to measure overall success on the campaign but I would rather look at my ROI from generating customer loyalty, quality of conversations/feedback etc with the community, Referrals , molding user perceptions, building brand advocates and creating more positive and friendlier aura about the company.

By: Rosemarie Rung

Rosemarie Rung — Wed, 13 Jan 2010 03:50:22 +0000

Wouldn’t surveying the community directly about their opinion of the company be a better measurement? Could one deduce that an improvement in opinion be a result of changes the company made (e.g., increased communication via SM)?

By: Justin

Justin — Mon, 11 Jan 2010 23:53:18 +0000

Hi Great post

I look at our community and evaluate based on positive activity, conversation stats, level of engagement and did down to see what those conversations resulted in.
How active the community is is a crucial, but more so is the level of connectivity between the community members.

I also look at how many sharer’s vs how many fans to gauge engagement and the robustness of the group.

Thanks again

@justinflitter

By: Lauren Vargas

Lauren Vargas — Thu, 07 Jan 2010 00:30:59 +0000

This is a great list! Our tool can assist in aggregating these items, but one can never forget the human element required to glean insights from the raw data. When we talk to our users and fans, we discuss more than just monitoring, but the value of actively listening and engagement.

Lauren Vargas
Community Manager at Radian6
@VargasL

By: Claudia Yuskoff

Claudia Yuskoff — Wed, 06 Jan 2010 23:13:20 +0000

Jermiah Owyang referred me this list this morning. Great job. I wonder if all the buzz monitoring companies like Radian6, etc., are being this thorough with the services they offer.

By: John Brown

John Brown — Wed, 06 Jan 2010 17:03:42 +0000

Thanks for the helpful lists. It’s concise and easy to come back to. Our business is just getting into SMO and this helps on the evaluation end of it.

By: Lisa Barone

Lisa Barone — Mon, 04 Jan 2010 20:28:37 +0000

Agreed, thanks Jen. And you guys were *really* on top of that hunting question earlier. I couldn’t believe how many responses I got – mostly Montana and Maine. :)

By: Lisa Barone

Lisa Barone — Mon, 04 Jan 2010 20:28:01 +0000

Thanks, Dana. I think a lot of companies (especially SMBs) have spent the past 18 months “trying out” and “experimenting” with social media, but few have really put the resources together to measure what they’re getting back. Without the metrics or watching ROI, it really is aiming without a target.

Thanks for the comment! :)

By: Jen

Jen — Mon, 04 Jan 2010 19:51:13 +0000

Nice post Lisa. It’s great to talk about engagement and conversation in regards to Social Media, but it’s a whole different animal to talk about taking the effects of those efforts to the next level. Thanks! PS I hear Montana is HOT for hunting antelope…

By: jeff selig

jeff selig — Mon, 04 Jan 2010 19:50:08 +0000

"you do need to understand what behavior leads to the biggest ROI" this is the key statement in this post. You are engaging in these social media activities for a return on your investment. Overdrive Interactive has a proprietary dashboard that shows you the media equivalency of social media and your overall ROI from all the social channels and chat produced by your engagement.