To help community leaders link community performance with business impact – we created a new guide and framework: “How to Measure the Business Impact of Your Online Community.” It provides the ultimate list of community performance questions – and ways to answer them with metrics that matter.
I’ve done it. It’s gone. Cold turkey. After years of asserting we need to measure what matters in social business – as opposed to just tracking outcomes we can count easily — I decided to take down the social sharing counter on my blog. You can still share our blog items on social media tools – please do! –but we won’t be quantifying every act of sharing anymore.
By Peter Ward and Vanessa DiMauro There’s a cringe-worthy trend emerging around how online community ROI is being articulated which…
Online community management has (finally) risen to the rank of a being a respected and understood profession. Practitioners now have official titles, proper job descriptions, and sometimes even a bit of budget to allocate. And, due to that well-earned honor, we carry a recognized responsibility to be the voice of the customer, partner or employee for the organization. As the champions of human interaction, enabling a vibrant exchange of ideas and shepherding member-created insights to the forefront of the business so they can be acted on in tangible ways is an essential part of the role. And it doesn’t stop here. Due to the elevation of the profession, community managers are experiencing unprecedented levels of visibility within the organization.
Sorry, the party’s over. The days of social media celebration are gone. It’s not as if a random collection of “Likes” and “followers” had any real meaning but, hey, it was fun to watch the cool kids all get drunk at the bar of social media promises.
It’s time to sober up and put the kids to work. Business executives, in the parent role, have arrived on the scene and are calling for more focus on business goals and authentic measures of success. The caretakers are taking a hard line as social business enters young adulthood. So how do the kids win the trust of those parents in the executive suite? Where is the Kevin Bacon for this social media “Footloose” story? Learning to think critically about business concerns and addressing the needs of the business execs is the burning question for today.
The finest social business leadership team or community manager can benefit from a little outside guidance, fresh ideas, new perspectives and best practices to keep the social business machinery humming. The good news is that successful communities can perform even better, and laggards can make significant improvements, when the right strategic, tactical, operational, technical and organizational changes are implemented.
That’s the key: identifying and implementing the right changes to keep your community on track. What kind of activities, practices and behaviors should be assessed to ensure it is healthy and operating efficiently to generate the greatest returns? There are well over 120 checkpoints to assess an online community’s strengths, weaknesses and opportunities for growth and greater success.
Failure. It’s not a word anyone likes. Yet it is common occurrence with innovation projects. When projects fail, there’s a natural inclination to avoid looking for the reasons why. This is especially true for online customer communities. A failure with customers (Ouch!) is far more painful than any internally-facing problem, because it touches the people and companies that are core to the organizations’ success.
Social customer service has received mixed reviews – there are many active and thriving online channels offering to support customers,…
Member engagement is a popular term these days, applied to everything from customer loyalty programs to Facebook games to political…