March 3, 2011 at 1:21 pm #124901
I am looking for ways to measure effectiveness and satisfaction of our social media. I work in a public affairs office and our social media operations are small, but we would like to better manage this process. My boss asked me to look into CRM and if it could be used for this process. Is anybody using CRM for social media? If so, please share.
March 3, 2011 at 1:42 pm #124917
May want to check out RightNow which does that – https://www.govloop.com/group/rightnowforgov
Also a good blog post on topic https://www.govloop.com/profiles/blogs/monitoring-and-measuring
March 3, 2011 at 5:37 pm #124915
Thank you for info. It’s ironic, the featured interview in the blog basically says she doesn’t do anything really beyond monitoring and responding. I don’t think that’s going to fly as an answer here. We get almost no feedback beyond the occasional thumbs up for our daily posts so its kind of hard to interact in that environment.
March 7, 2011 at 2:27 pm #124913
Check out how CDC measures social media – may give you ideas
March 7, 2011 at 3:15 pm #124911
Thanks again for the reply. At first I thought we were on to something, but then I realized that those metrics were for their website, not their Facebook, twitter or other social media page. Have yet to see someone measure actual satisfaction for a Facebook page.
March 7, 2011 at 3:46 pm #124909
In my experience, there aren’t tools who fill the two gaps you’re talking about here, and traditional CRM tools don’t fit.
IMHO, you’ll have to use a Social Media Monitoring framework – you start with monitoring in order to identify peers, influencers, do a sort of sentiment analysis. And them, you can use a sort of Social CRM tool ( like Batchbook or Highrise) in order to create a central database of people.
Two awesome articles to follow and improve your social media strategy:
1) Listening framework – http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/
March 7, 2011 at 3:49 pm #124907
Thank you, I appreciate the feedback.
March 7, 2011 at 4:10 pm #124905
Just read the the listening framework blog. It’s pretty depressing to know that my office stuck at level one and don’t have the culture to move beyond.
March 7, 2011 at 6:17 pm #124903
Hi Lorne –
While this has nothing to do with work. I am actually taking a Customer Relationship Management class . Have you checked out Peppers and Rogers and their 1 to 1 media? It pretty much goes along with what Daniel has provided to you but it’s just another option. It’s good stuff.
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