Friday, April 4, 2008

Social Media Metrics to Measure

  • Activity Metrics
    Unique visitors
    Posts (ideas/threads)
    Number of groups (networks/forums)
    Comments & Trackbacks
    Time spent on site
    Active contributors
    Word count
    Completed profiles
    Connections (between members)
    Ratios: Member to contributor; Posts to comments; Completed profiles to posts
    Periods: By day, week, month, year
    Frequency: of visits, posts, comments

  • Survey Metrics
    Quality and speed of issue resolution
    Referral likelihood
    Relevance of content, connections
    ROI Measurements

  • Marketing/Sales
    Cost per number of engaged prospects (community vs. other initiatives)
    Number of leads/period
    Number of qualified leads/period
    Ratio of qualified to non-qualified leads
    Cost of lead
    Time to qualified lead
    Lead conversion
    Number of pre-sales reference calls (to other customers)
    Average new revenue per customer
    Lifetime value of customers

  • Customer Support
    Customer satisfaction
    Number of initiated support tickets per customer per period
    Support cost per customer in community
    Product Development
    Number of new product ideas
    % of ideas from customers/prospects/community
    Idea to development initiation cycle time
    Revenue/Adoption rate of new products from community vs. traditional sources

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