Measuring the value of your online community When it comes to your brand’s online community, a few good friends are more valuable than hundreds of acquaintances. A strong following is made up of people who not only like your brand, but who also interact across your social channels. To measure your community, you can track 3 things: your growth, how engaged people are, and how people feel about your brand.

How to measure growth Look at your past growth - did you attract large numbers at the beginning which then tapered off? Is your growth steady or erratic? Use tools like Klout and Audiense to see the quality and influence of your community.

Improving growth Explore partnerships with other brands or influencers that already have a community of your target customers.

How to measure engagement Look at activity on your social channels - are people commenting and sharing your posts? Measure your interactions-to-followers ratio (engagement rate) using a platform like Hootsuite. If you have a lot of followers but few interactions, you might not be offering the right content.

Improving engagement Talk to your closest customers to learn what content they find valuable. You could also look at what kind of content your competitors are sharing.

Measuring brand love Look online for positive testimonials, 5-star ratings and other favorable mentions about your brand. Perform searches to find blog posts or articles that feature your brand. This may lead you to brand advocates who already promote your products or services. Use platforms like Brandwatch and Crimson Hexagon to measure how much attention your brand receives compared to your competitors.

Improving brand love Keep an eye out for bad reviews and respond to them quickly to try and resolve the situation. This will show your community that you’re listening.

Building a strong community doesn’t happen overnight but if you nurture and measure it as you go, you should grow an active following of your biggest fans.

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Measuring the value of your online community Services

mentions about your brand. Perform searches to find blog posts or articles that feature your brand. This may lead you to brand advocates who already promote your products or services. Use platforms like Brandwatch and Crimson Hexagon to measure how much attention your brand receives compared to your competitors.

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