Earlier this month, we did a post looking at defensive social media – the “un-sexy” activity that deals with crisis management, customer service, unhappy customers, upset investors, disgruntled employees, and media coverage.
An important component that wasn’t covered in the original post was how to measure the effectiveness of defensive social media. Given the current obsession with ROI, it would be remiss to ignore the defensive side of the equation.
So, how do you measure defensive ROI. For example, how would you measure whether social media is helping with customer service? Would it simply be a matter of seeing less negative conversations within the social media landscape?
What about the value of getting feedback and suggestions? Is it just a matter of adding up the amount of feedback and suggestions that coming poring in?
What about crisis management? Would it be measured by how quickly a crisis could be resolved or addressed?
I suspect that defensive ROI is probably less of a priority than offensive ROI such as higher sales, more leads and more Web site traffic. Nevertheless, defense is as important as offense so developing ways to measure ROI is going to be important.
Tags: defense, ROI, Social Media
interesting read on the GEO breakdown of the Tweets. Wonder how that will change moving forward