There are plenty of articles on how to measure the effectiveness of Social Media Marketing efforts. But Social Customer Service is a different animal and needs other metrics to gauge its effectiveness and impact.
The metrics you gather will provide important insight for your organization. Although there are differences between Social Marketing and Social Customer Service, there is overlap. I have worked closely with our Marketing team to determine what to measure and what our “success metrics” should look like.
Here is what we currently measure:
Total # of Mentions – We use a line graph so we can monitor the trend over time. Our expectation is that the line will trend up now that we are more engaged. The line also trends up when an unusual incident occurs (e.g.: a system problem) and it gives us a new way to convey the customer impact.
Mentions categorized by type -We categorize these into 3 specific types: Inquiries, Complaints, and Positive Mentions. We also have sub-categories for New Sale or Cancel-Save that allows us to track potential revenue impact. Although revenue is not one of our success metrics, we do track these and if we can save a frustrated customer from canceling it is definitely a win!
Mentions by Product – We use a pie graph with a percentage breakdown by product. This gives us insight into which products spark the most conversation.
Mentions by Social Media Platform – We use a pie graph with a percentage breakdown by Social Media platform. This gives us insight into where our customers are having conversations. Twitter is (by far) the most popular platform for our customers.
Complaints versus Positive Mentions – We use a line graph with a separate line for each. Our goal is a minimum 1:1 ratio. Before we started responding, the number of complaints far exceeded the number of positive mentions (which was expected because we were not involved in the conversation). Now we are seeing this ratio turn more in our favor because our customers are thrilled that we are listening and responding to them.
Mentions versus “Resolved by Us” – We use a line graph with a separate line for each. This metric is used to measure our productivity and effectiveness. Because we don’t respond to every mention (e.g.: community may have resolved it and we don’t respond to Trolls or Ragers), we are not expecting a 1:1 ratio. But we do expect to see that we are responding and resolving to an increasing number of mentions.
Success Stories - In addition to cold, hard data, we also include “success stories”. Screen shots of positive Twitter mentions help convey and humanize the positive customer impact of Social Customer Service.
It’s important to remember that as you gather more data and gain more experience, your metrics will evolve too. Our metrics have changed and I expect that to continue.
Are there other measures you think should be included? Let me know – thanks!