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.
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.
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 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.