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BEST
PRACTICES
&
STRATEGIES

Social Media Service KPIs

It is well known that social media is the perfect way to • In order to be more strategic to provide support
increase the awareness of brands and products, more efficiently, it is advisable to track the
besides connecting with the right target group. activities of followers in social media per hour.
That way, patterns in traffic can be recognized,
But how can social media engagement and community which helps to better understand the target group.
management be quantified to improve the performance Companies can also use these evaluations to
of a service offering? structure their teams and better split up the
workload according to what needs to be done and
Well, the following KPIs provide you with useful insights when. They are also better prepared for followers'
by trying to answer this question::
activities outside of normal office hours.
• Response time is one of the most important KPIs • One of the easiest ways to see customer opinions
that can be used to measure the performance of in numbers is by the sum of mentions of a
support staff in numbers. From this, average times company or brand. How many people interact with
can be determined and - if necessary - work steps a company daily or hourly, and what do they say
and other things can be optimized in order to better about it, becomes clear from customer reviews.
serve the customers and the goals of your
company. For more complex customer concerns, it
is advisable to offer a live chat in addition to the • How likely is it that customers would recommend a
contact options via social media. This is more company to their family, friends, and acquaint-
efficient, provides more accurate numbers, and ances? According to various studies, promotions
improves customer service. among friends is still one of the most effective
marketing tools. For this reason, companies should
provide the opportunity to answer this question on
• Of course, it is important to respond quickly and to a scale of 1 to 10 after a purchase on the website
process inquiries efficiently. However, it is just as (Net Promoter Score). This way they receive
important to solve the problems in an organized constant feedback and can incorporate the
and strategic manner so that the customer is representation of the brand and the performance of
satisfied. Companies should give their customers customer support.
the opportunity to rate customer service after
resolving a concern. If this rating is poor, ask a few Obviously, the social media service market is
follow-up questions to find out what went wrong. constantly evolving, which puts useful tools in
These satisfaction ratings, as average values per perspective that support companies in their effort of
week or month, result in scores that help to constantly improving their service offerings. So, ask the
improve the corresponding processes and methods right questions and work hard on having the right
and to increase customer satisfaction in general. answers. ◊
By Daniela La Marca

April 2020: Social Commerce & Influencer Marketing: social shopping as the future of commerce 28