Comments on: Measuring Social Media Value

By: Inbound Call Centers

Inbound Call Centers — Tue, 13 Jul 2010 08:06:47 +0000

Great post with some great ideas on where people should be starting to measure their social media efforts. To me, the most important part comes before you start (before your numbers kicked in). Defining what exactly you want to measure is most important and most people just think about how far their links spread. While this is important, it’s not everything, and people need to remember that every organization will have their own goals that they have to set out and define before they jump into measuring their social media media campaigns.

By: Contact Center Philippines

Contact Center Philippines — Wed, 30 Jun 2010 11:34:44 +0000

An insightful and articulate post! Your tips and guidelines here are surely helpful.
the measurements for social media aren’t all that different from how you’ve been measuring traditional media. To put brand awareness measurement into the context of the sales funnel, the key areas to evaluate fall into three categories: social media exposure, influence and engagement.

Jaiden

By: I’m Calling Bull on Twittermania

I’m Calling Bull on Twittermania — Wed, 20 May 2009 19:10:43 +0000

[...] Jim Novo… What worries me quite a bit about the Service side of social is companies have had access to all this information about broken processes or poor product design for decades, and they have largely ignored it. All they had to do is some analysis of call center data tic lists and they could identify and act on their ‘Top 10 Biggest Customer Issues’. But they did not. So there is a much larger organizational issue here, regardless of social media — what is the process we use to identify and act on poor customer experience? [...]

By: Ned Kumar

Ned Kumar — Sat, 02 May 2009 16:11:14 +0000

A good post Jim. You make a good point about companies suddenly “waking up” on issues when it has been there in front of their eyes for ages. We should do a psychological study of this effect — the Socio-Cognitive Impact of Social Media :-).

On the LTV front, there is a very clear distinction when you are looking at it from a product/service angle and social media angle. And that is the fact that normally, we can ‘estimate’ the cycles a customer might come back for your product or service based on certain assumptions and calculations. On the social media front, your product has a short-shelf life and is constantly changing (frequency of ‘product’ release high). So if you are blogging for example, you might write an excellent blog today and then reel of 10 lousy posts. This would have a direct impact on the LTV of the folks reading your blog. In other words, unlike in the ‘world’ where you can have one great product and expect it to contribute to the LTV for a while, on the social media front you have to continue to innovate if you want to keep your customer LTV high.

Maybe I am kicking a hornet’s nest and folks might disagree, but I thought I will share the perspective anyway :-).