Most companies have already embraced social media as a channel to deliver a consistent brand message and boost brand awareness. Marketing departments and data analysts now have a good idea how a social network platforms work and how to track and measure brand mentions on social media.
On the other hand, measuring customer satisfaction and brand sentiment is harder. Just tracking news about your company is insufficient when you aim at providing great social media support. You need to know what specific metrics you should apply and what key performance indicators to measure.
Social Media Monitoring Metrics
Recent surveys show that every third customer turns to social media pages for advice or customer support. Maintaining company pages on social networks helps you identify common issues related to your product or service and enables you to address customer complaints directly. But you need to listen actively and analyze activity to get the best out of your social media pages.
Monitoring the number of online visits is one thing, collecting specific data that enables you to provide the best possible support requires more specific metrics.
For instance, you should pay attention to the number of comments by frustrated customers in periods when something goes wrong with your service. This includes specific mentions about your customer support and service levels/maintenance. You need to track and identify both positive and negative comments and sometimes you need to have a social media monitoring tool that is able to extract customer feedback that is not stated explicitly.
A number of tools powered by artificial intelligence and machine learning are capable of extracting non-imminent feedback from social feeds. Adopting that kind of a tool can immensely increase your efficiency in collecting and analyzing feedback from customers.
Setting the Right KPIs
You shouldn’t shy away from tracking even more specific metrics such as the number of technical questions raised and account inquiries. It gives you an overview how your customers perceive your service in terms of being user friendly, for example. You can link these metrics to the number of inquiries that can be in fact resolved using your Support and FAQ pages. If users turn to social media to ask questions on issues, the KPI for your support pages efficiency will warn you that you are lagging in providing efficient online support.
Furthermore, you may decide to introduce key performance indicators such as the number of questions that mandate a response. This indicator will depend on the size of your business and the overall number of customers/users preferring to get support on social media. Customer-facing businesses will witness greater number of their clients using social media for answers while B2B services and niche businesses will need to set lower values for KPIs tracking social media support inquiries.
Differentiating between Support and Engagement
You can get quite a misleading picture if your brand mentioning and company news tracking tools are not able to differentiate between engagement on social media and support requests. As we said, support inquiries are not always in the form of straightforward questions. You may have user comments that are in fact support requests without being addressed to your support staff.
What Behavior Consumers Expect from Businesses on Social Media
A decent service that tracks company mentions should be able to sort comments about the company and tell you how engagement compares to support requests and/or complaints. It will be even more beneficial if you can compare engagement metrics to both positive and negative comments, which will give you the broader picture.
Engagement on social media usually does not require immediate response by a business, so you can use these metrics mainly for marketing and market analysis purposes. Customer comments do not require immediate response in many cases as well. You cannot address every comment about your company and service, especially if you are a small or medium-sized business. Nonetheless, you need to establish set standards and rules for addressing comments and support inquiries that require your immediate attention.
How can you do that? Some social media monitoring tools and news tracking services are able to process natural language expressions to find specific customer moods and or consumer sentiment trends. If you are able to measure the level of satisfaction or dissatisfaction across a set volume of comments, you will be also able to determine the exact moment to intervene and provide satisfactory customer support via a specific social network. Moreover, a feasible social feed monitoring software will alert you on specific language expression that trigger immediate response action in accordance with your support policies.
What Is Your Highest Priority?
Obviously, you need to give priority to metrics that alert you on a potential PR crisis. Those may include snowballing negative comments regarding your product on social media or markedly increasing number of support questions on social networks.
Armed with the right brand mentioning tools and if the right KPIs and social media metrics are implemented, you can nonetheless withstand a looming PR disaster and turn the odds by providing adequate and immediate response using the appropriate social media channels.