I created a social web program for my online furniture store including setting realistic business objectives. How do I know if all my hard work has paid off? Measuring social activities helps you learn what’s successful, what isn’t and how you can improve.  This can be done using the triple A framework.

SocialMeasurements

It’s so true that actions speak louder than words.  Action is the most important of the three yet it is also the least measured. Action is obviously what the customer, fan or donor does creating business results and sustained online presence.  Even though Social Media ROI is debatable, with the right measurement tools you can find out if  campaigns convert into revenue. You can also learn how your efforts saved your organization money. For example, if I knew that 10% of my callers for my online furniture store searched for answers online before calling, wouldn’t it be worth updating my FAQ page, blogs and Twitter etc? This would cut call center staff and save us money but most importantly decrease customer wait times resulting in a higher customer satisfaction rate.  Measuring customer actions is crucial for business growth.

Action_Cloud

Attitude is the customer’s overall sentiment and relationship to the brand.  Is there a buzz or interest surrounding your brand and how are they talking about it and is the tone positive, negative or neutral? By analyzing the feedback you can determine whether customers are committed, satisfied and would go as far as recommending your brand. Measuring attitudes supports the power of effectively utilized social media.

I had no doubt that Carnival Cruise Lines was trending with all their recent cruise ship debacles. I was in fact very surprised with all the positive feedback they received on their Facebook page. The writing is literally on the wall.

Carnival Cruise Lines is definitely doing something right, in the social media realm at least. Its crisis team did a good job by keeping people informed and responding to concerns. Along with Facebook, Carnival also used the Twitter feeds @CarnivalCruise and @CarnivalPR.

Attention_Cloud

Attention is the volume of interest and the potential reach. Is there active customer engagement and substance or is it purely a popularity contest with zero value? You may get millions of  likes on Facebook but zero sales. Valuable customer social media engagement is essential to increase attention. If you’ve succeeded but haven’t garnered any sales then perhaps it’s time to analyze what you’re doing wrong. For example,  your prices may be too high.

 

Reaping from the benefits of social media strategies and meeting business objectives are both great. Proving it thorough measurement is priceless.

3 Comments on Measuring Social Media Success Part I

  1. Great post! I am very surprised to see that Carnival Cruises is in fact receiving positive feedback. This makes me wonder if their sales have seen a decrease since that last view unfortunate events. Will those particular visitors to the cruise ship return? The companyhas acknowledged these events and, the best part is, they are updating their fans (some of their clients) about the processes they are taking to hear back from them.

  2. Hi Joy, I really like your examples for action, attitude and attention. While ROI is definitely measured in dollars, there are invaluable insights to be had by analyzing the meaning of your customers’ actions, as you so rightly point out, and how that can inform your actions as an organization.

    Your example of how Carnival Cruises is successfully responding to their PR problems is also instructive, demonstrating that inviting feedback and showing you’re listening goes a long way to defusing a crisis and gaining customer loyalty.

    Thanks,

    Jeannine

  3. It is always valuable to have the perspective of someone who brings ‘real world’ eyes to a social web question, in importance of selecting the right kind of measurement approach to take depending on the business objective.

Leave a Reply

Your email address will not be published. Required fields are marked *