Measuring Voice of the Customer (VOC) across Social Media
One thing that the growth of social media as a customer service channel has provided brands is access to a wealth of customer insight, across the public domain. It’s there right now, available in real time… and it’s not just mentions about your brand, but also comments about your competitors too.
So, how do we harness this plethora of new social VOC in real time and derive value from that insight? And how do we measure, compare, benchmark VOC across social channels? Well, here we take a look at both areas, with some best practice advice:
Tracking social VOC in real time:
Have you heard the latest mantra; that customer issues break first on social? Well, by tracking brand mentions in real time, you can look to identify those issues quickly and respond to them more effectively. You can now track a raft of ‘meaningful’ social insight in real time via a social wallboard:
- Buzz Volume: Allows you track the volume of mentions about your brand, your products and potentially your competitor’s social activity. You can be alerted to any sudden spike in activity, across all those areas, in real time and look to investigate the root cause.
- Sentiment: Automated sentiment is not perfect, but it still has its place. Tracking positive, negative and neutral sentiment in real time can still be useful, especially if we identify a sudden swing from positive to negative mentions or vice versa.
- Word Clouds: Simply tell us how often a keyword or phrase is used. Generally, the bigger the font size, the more times that particular keyword is being used. As they are ‘unscripted’, word clouds can sometimes identify trending topics that you might not have expected…
- Key Topics: Here, we can separate brand mentions into relevant pots. For each topic, define a set of related keywords and phrases and monitor mentions from each topic in real time. Keyword tables can quickly identify issues with payments or deliveries or website issues etc.
- Influencers: By defining a list of key influencers, with specific Twitter handles or website URLs, we can track whenever they mention our brand and whether it’s a positive or negative post. We can even set up a real time alert to warn us that an article has been written about one of our products.
- Top Mentions: Clearly, we need to track our most viral social activity. Which tweets have been retweeted the most times or which Facebook post has received the most likes and comments? We can even identify brand mentions from users with especially high authority scores and potential ‘reach’.
How to measure VOC across social media:
So, aside from tracking insight in real time, how can we look to derive and measure tangible stats from social? It’s certainly not a simple question of tracking likes and followers anymore and just relying on automated sentiment is not accurate enough. So, let’s look at some other ways to measure social VOC:
To read the full article by: Luke Porter of Digidesk simply click on the following link: Measuring Voice of the Customer (VOC) across Social Media