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30 Customer Satisfaction Metrics for the Social Media Age

        posted by , August 26, 2011

It sounds cliché (but it is true) — Social Media represents a new age of customer engagement. Measuring brand value and customer loyalty is easier than ever before. The following 30 metrics are good examples:

Customer Satisfaction Metrics

1. Customer Satisfaction Rate (CSR)
Customer Satisfaction Rate is the gold standard of marketing metrics. Marketers have used the Customer Satisfaction Rate for more than 65 years to understand brand value and customer loyalty. A 2010 study of 200 senior marketing managers indicated that 71 percent still use it. The customer satisfaction rate is scored by asking if the customer is satisfied (usually on a five-point scale).
Example: The Customer Satisfaction Rate is 3.6 (Somewhat Satisfied).

2. Customer Interactions (CI)
Tracks the number of social media interactions between staff and customers.
Example: There were 33,867 Customer Interactions this month.

3. Customer Follow Rate (CFR)
How many of your customers follow you?
177,987 customers follow us.
2.3% of customers follow us.

4. Customer Visits
Total customer visits to your social media presence. This can include the corporate website and multiple third party social media tools.
Example: There were 1.3 million customer visits this month.

5. Customer Engagement Time
Average customer engagement time — how long customers spend checking out your social media presence.
Example: The average customer spent 8.8 minutes on our sites.

6. Endorsements
Using social media to ask customers for endorsements.
Example: We received 64 customer endorsements this quarter.

7. Positive Customer Mentions
What are your customer's saying about you?
Example: We received 1309 Positive Customer Mentions this month.

8. Negative Customer Mentions
Negative mentions from customers.
Example: We received 19 Negative Customer Mentions this quarter.

Brand Promoters and Detractors

9. Brand Promoter Indicator
Word-of-mouth has long been recognised as having a powerful influence on sales. When brand and product recommendations flow through social media tools — they can be directly measured.
We have 1783 brand promoters.
5589 people recommended our products last month.

10. Brand Detractor Indicator
Monitor brand detractors and track negative comments.
Example: We had 197 negative mentions this month.

11. Chatter Indicator (CI)
The Chatter Indicator measures how often a brand is discussed in social media.
Example: Our brand was mentioned 45,907 times in this month.

13. Brand Recognition Indicator
What percentage of the public recognize your brand? Often broken down by demographic or product.
Example: 74% of US college students recognize our brand.

14. Brand Knowledge Indicator
How well do your customers understand your brand and products?
Example: 14% of customers know that our coffee is 100% organic.


Social media tools may leverage game design principles to improve customer engagement. In this context, game metrics can be used to gauge customer commitment.

15. Game Time
Total time spent spend in the game.
Customers spent a total of 190,908 minutes playing this month.
The average customer spent 2.1 hours playing this month.

16. Game Goals
The number of customers who achieved desired game goals.
13,098 customers provided a customer satisfaction rating.
298 customers created an ad campaign.
89 customers designed a virtual product.

17. Gross Game Economy
How many loyalty points did customers earn in the game?
Example: The GGE was 3.9 million points for the quarter.

Social Media Engagement

Social media engagement metrics measure the impact of social media marketing initiatives. This may aggregate statistics for your corporate website and social media presence.

18. Network Size
The total number of followers, members etc...
Example: Our network has 9.1 million followers.

19. Virality
How many friends of friends (FoaF) view or like your content.
Example: 1.2 million friends of our followers visited our site.

20. Unique Visitors
How many people visited your site?
Example: We had 33,981 Unique Visitors today.

21. Length of Visit
A visit quality metric — the average time a visitor stays engaged.
Example: Average Length of Visit was 14.2 minutes.

22. Depth of Visit
How many pages the average visitor views.
Example: Average Depth of Visit was 5.4 pages.

23. Visitor Loyalty
How many visitors were new vs. returning.
77% of visits were loyal.
23% of visits were new.

24. Activity Ratio
How active are your followers?
Example: 51% of followers visit every week.

25. Recency
After visiting for the first time, how long do visitors keep returning? For example, a new visitor would be 0 but a visitor who visited the first time a year ago would be 365.
Example: 18% of visitors first visited more than a year ago.

26. Bounce Rate
How many visitors arrive at your site and immediately leave?
Example: the Bounce Rate was 56% this month.

27. Goals Achieved
Goals are desirable user actions.
12,009 users liked our ad campaign.
87 purchases were made today.

28. Goal Value
Revenue or approximate value of goals.
Example: 199 sales leads were generated today with an approximate value of $67,800.

29. Goal Pipeline
A hierarchy of goals.
like → follow → lead → customer → upsell

30. User Generated Content
The amount of content contributed by users.
Example: There were 19,546 user comments today .

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