Traditional social media metrics, such as “likes” and “follows,” are good for measuring top-of-the-funnel activities but will not necessarily correlate to a successful social customer care program grounded in business goals.
The goal of this paper is to provide a comprehensive list of metrics that measure the success of social media support programs. We divide social care metrics into three categories that intuitively integrate with a service dashboard:
- Service Measures
- Quality Measures
- Effectiveness Measures
We also tackle the difficult question faced by all service professionals—what is the ROI of social care? We outline the essential components for measuring ROI, including revenue generation, cost avoidance and total program costs—once again providing a fundamental framework.