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14. Key page activity (post-activity) 15. Love/Like this (a simpler form of rating something) 16. Messaging (onsite) 17. Personalisation (pages, display, theme) 18. Posts 19. Pro le (e.g., update avatar, bio, links, email, customisation, etc.) 20. Print page 21. Ratings 22. Registered users (new/total/active/ dormant/churn) 23. Report spam/abuse 24. Reviews 25. Settings 26. Social media sharing/participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc.) 27. Tagging (user-generated metadata) 28. Testimonials 29. Time spent on key pages 30. Time spent onsite (by source/by entry page) 31. Total contributors (and % active contributors)
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32. Uploads (add an item, e.g. articles, links, images, videos) 33. Views (videos, ads, rich images) 34. Widgets (number of new widgets users/ embedded widgets) 35. Wishlists (save an item to wishlist) While monitoring web site behavior has become a wellrespected art/science, social media KPIs are, by necessity, a little fuzzier. Yes, we want to know if we re improving our brand s standing. (Are they aware of us and do they like us ) Yes, we want to track every interaction through onsite behavior. (Are they lost Are they completing their tasks ) Yes, we want to keep our nger on the pulse of what they are saying to us directly. (Is customer satisfaction improving ) But everybody whether they realize it or not is in the business of creating and fostering a community out there in Social Media Land.
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Key Listening Indicators
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Community is where most formal, organized, deliberate corporate social media efforts run off the rails. Good intentions, best practices, and project timelines are great tools, but building a community is a human endeavor. Social media is social rst and media second. As advertising it s dead last. Face it, not everybody throws a great party. Patrick O Keefe has been professionally developing web sites since 1998 and could write a book about managing online forums. Fortunately, he did write a book on the subject called Managing Online Forums: Everything You Need to Know to Create and Run Successful
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Community Discussion Boards (AMACOM, April 10, 2008) (www.managingonlineforums.com). Yes, he covers the technical niceties, the legal issues, and designing and launching your community. But he also spends some time on developing and enforcing guidelines, choosing and managing moderators, involving your users, and keeping the site interesting and inviting. His point in these areas is that a good moderator or community manager is more important than all the rest. Great technology and a fascinating subject can t overcome the ennui that sets in when the facilitator isn t up to the task. All of the trials and tribulations for herding human cats in an online forum are hugely magni ed when trying to corral all of them out there on all of those social platforms, blogs, discussion groups, Twitter accounts, and whatever got invented last week in a college dormitory. Generally speaking, we are back in the realm of brand metrics. What does Nielsen Buzzmetrics (Figure 7.2) (http://en-us.nielsen.com/tab/product families/ nielsen buzzmetrics) have to say about the health of your brand More speci cally, we are heading into the realm of listening platforms. At least, that s what Forrester Research calls them. The Forrester Wave: Listening Platforms, Q1 2009, by principal analyst Suresh Vittal stated that listening platforms were still in their infancy. While vendors aspire to deliver strategic insights to support the marketing organizations, they are often stuck in the world of tracking, monitoring, and delivering dashboards centered on operational metrics like mentions, reach, and discussion volume. They reviewed eight leading listening platform vendors and discovered three areas that needed improvement:
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Nielsen Buzzmetrics offers themselves up as the social media brand benchmark.
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sentiment analysis, integration with other metrics and systems, and experienced analytics professionals who could help get these tools and processes implemented. In a nutshell, the tools declared too many comments neutral to be useful or trustworthy. It s a safe assumption that only the most delighted and most annoyed customers are engaged in a conversation and therefore very unlikely that their comments would be neutral. Without trust, the tools, indeed the listening platform concept, cannot succeed. Like web analytics before it, these sets of tools are starting off in their own little worlds. Listening tools are going to have to participate and integrate with web analytics behavioral data, customer satisfaction survey data, and audience measurement services like Nielsen Netratings, comScore, and Hitwise. By itself, listening information is interesting;
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