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你的社交团队如何衡量社区管理的成功?

  • 12月7日
  • 4回复
  • 220的浏览量
一个
排名
Userlevel 1
徽章

嘿,大家,

我负责一个大品牌的社区管理策略，正在寻求建议。

过去，我们通过跟踪互动量来衡量社区管理计划的成功(例如，我们对消费者评论和帖子的回应次数)。今年我们安排了更多优先事项积极的互动(比如在热门TikTok下评论)相对于反应性相互作用(回复一条标记了我们品牌的推特)帮助品牌参与文化趋势，加入趋势对话，并将品牌整体定位为更有相关性，以建立品牌亲和力。

我一直在纠结的事情如何衡量这个新目标的成功，最终，如何将成功传达给关键的利益相关者。

欢迎任何关于您的团队如何衡量社区管理影响的建议、建议或示例。

欢呼,

奥黛丽

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最佳答案是Nycole2023年4月23日，08:42

If you're doing customer service,\u00a0you do a \u201csaved\u00a0customer\u201d or turnaround metric that associates the value of fixing an issue that otherwise would have turned them away from the brand. You can also do advocate cultivation stats like how many times you get people to come back and chat more who you've engaged with. You can also look at UGC increases based on proactive engagement.\u00a0<\/p>","className":"post__content__best_answer"}">
查看原始
Hey everyone,\u00a0<\/p>

I drive the community management strategy for a big brand and am looking for advice.\u00a0<\/p>

Historically, we measured the success of our community management program by tracking the volume of interactions (e.g. how many times we respond to consumer comments and posts). This year we have prioritized more proactive interactions<\/strong> (like commenting on a trending TikTok)\u00a0versus reactive interactions<\/strong> (responding to a tweet that tagged our brand) to help the brand take part in cultural trends, join trending conversations, and overall position the brand as more relatable to build brand affinity.\u00a0<\/p>

The thing I\u2019m struggling with how to measure the success of this new goal and ultimately, how to communicate that success to key stakeholders.\u00a0<\/strong><\/p>

Any recommendations, advice or examples of how your teams have measured the impact of community management are welcome.<\/p>

Cheers,<\/p>

Audrey<\/p>","quoteUsername":"audrey.willis","translations":{"Common":{"like":"Like","unlike":"Unlike"},"Forum":{"Quote":"Quote","Share":"Share"}}}">

4回复

米
排名
Userlevel 1

品牌情绪，更具体地说，你的主动沟通如何影响它可能是一个考虑因素。

Brand sentiment, and more specifically, how your proactive communications are affecting it could be one consideration.\u00a0<\/p>","quoteUsername":"Marlina Yates","translations":{"Common":{"like":"Like","unlike":"Unlike"},"Forum":{"Quote":"Quote","Share":"Share"}}}">
kelli.morrell
Userlevel 4
徽章 + 1

也许你也会看到粉丝的增加?同意 @Marlina耶茨关于品牌情感。

凯莉·莫雷尔(她/她的)
Perhaps you would see an uptick in followers as well? Agree with @Marlina Yates<\/user-mention>\u00a0on brand sentiment.\u00a0<\/p>","quoteUsername":"kelli.morrell","translations":{"Common":{"like":"Like","unlike":"Unlike"},"Forum":{"Quote":"Quote","Share":"Share"}}}">
K
排名

嗨奥黛丽!我喜欢这种方法!好奇:你是如何识别和关注趋势帖子的?你是在使用一个听力话题来识别你想要加入的关键词的趋势帖子，还是你有其他的方法?

克里斯汀
Hi Audrey! I love this approach! Curious: how are you identifying and keeping tabs on the trending posts? Are you using a Listening Topic to ID trending posts with certain keywords you\u2019d like to jump in on\u00a0or do you have another method?<\/p>","quoteUsername":"kristen.roth","translations":{"Common":{"like":"Like","unlike":"Unlike"},"Forum":{"Quote":"Quote","Share":"Share"}}}">
N
排名
Userlevel 1
徽章

如果你在做客户服务，你会做一个“拯救客户”或周转指标，将解决问题的价值联系起来，否则会使他们远离品牌。你也可以做一些宣传培养数据，比如你让玩家回访的次数，以及你与之互动的次数。你也可以基于主动参与去观察UGC的增长。

If you're doing customer service,\u00a0you do a \u201csaved\u00a0customer\u201d or turnaround metric that associates the value of fixing an issue that otherwise would have turned them away from the brand. You can also do advocate cultivation stats like how many times you get people to come back and chat more who you've engaged with. You can also look at UGC increases based on proactive engagement.\u00a0<\/p>","quoteUsername":"Nycole","translations":{"Common":{"like":"Like","unlike":"Unlike"},"Forum":{"Quote":"Quote","Share":"Share"}}}">

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