Measuring social media has been one of the biggest challenges organizations have faced. It has been the subject of countless blog posts, reports, studies, and books. There is even debate about what to measure; the International for the Evaluation and Measurement of Communication (AMEC) introduced a framework that suggests measurement methods for assessing public relations activity, intermediary effect, and target audience effect.
Engagement has emerged as a key focus of social media measurement and is at the center of a new rating methodology introduced recently by the Technology Services Industry Association (TSIA). In a white paper written by Judith Platz and John Ragsdale, the TSIA asserts that more than half of its members are engaged in some kind of social listening or monitoring. The paper offers a means of turning the information that results from that monitoring into “a scorecard to understand how each customer’s social activity is promoting or detracting from the brand.”
In this FIR Interview, host Shel Holtz spoke with Platz and Ragsdale about the motivation for developing the rating process and scorecard, the thinking behind low- and high-engagement activities, and how TSIA members (which includes the likes of Honeywell, Panasonic, NCR, Symantec, and Unisys) have responded to the rating.
Note: The interview was recorded using WebEx’s recording utility.
FIR Interviews are sponsored by Thornley Fallis, the public engagement specialists. If you are looking for tools and up to date techniques to engage with your community, Thornley Fallis can help. Find them at thornleyfallis.com.
About our Conversation Partners
Judith Platz is vice president of research, Support Services, for TSIA. During her over 25 years of customer support experience, she has been responsible for supervising and coordinating multiple functional, strategic, organizational development and technical work streams, including technical support, account management, business consulting, implementation management, and training.
John Ragsdale is vice president of research, Technology and Social, for TSIA. His area of expertise is in creating strategies for improving the service operations and overall customer experience by leveraging innovative technology. Ragsdale drives TSIA’s highly regarded technology research agenda, delivering insightful, thought-leadership research and analysis on the most pressing business issues facing services leaders to enable them to better plan and execute their service strategies. He is also author of the book, Lessons Unlearned, which chronicles his 25-year career inside the customer service industry.