The ROI of Community and Social media
The ROI of Community and Social media can be tricky. Most organizations have this metric they use called… engagement. It’s the amount of activity such as user interactions in Likes, Clicks, Sign-Ups… and the business goal is to trend it upward.
“This is a giant trap…What teams really need to measure are ‘better’ not just ‘more’ interactions.”
This is a giant trap – as most teams will lower the bar for participation to make the daily/monthly measurement.
What companies really need to measure are ‘better’ not just ‘more’ interactions. Helpful communication is the key here.
To understand this, you have to put yourself in the role of the user. They are not there to give an organization interaction. They simply want a solution to an issue they have. Help them and they are satisfied.
Want a metric that is real? Measure – can the user afford to loose your community or social media messages?
Shift your communication from chasing engagement to being helpful with depth.