Strength of Community Supersedes Influence

Chasing Windmills
Image by Annie Siegal

With the current overfocus on influence metrics, companies and nonprofits are left to wonder at the digeratti’s navel gazing via participation scores. While influencers play a role in social media, for a company or nonprofit that role is ultimately very small. After the influencer “graces” everyone with their presence, the organization’s community remains. After a sales or advocacy campaign winds up, the community remains. When those initiatives are needed again, they require a strong community in place, openly receptive of such overtures. That’s why the most important metric should always be Strength of Community.

Direct ROI — i.e. sales, donations, tonality and other key performance indicators (KPIs) — also represents a critical measurement set. It can be easily measured using KPIs and a corresponding strategy (though often overlooked). Businesses want loyal customers who buy their stuff, and refer new clients. Nonprofits want donors. However, to get hard ROI organizations need a vibrant accepting community. The juxtaposition between strength of community and direct ROI cannot be underestimated.

Strength of community measures the health of an organization’s core social network. Core aspects of community strength cannot be measured in a quantifiable manner by an algorithm, for example members’ interest in taking responsibility for aspects of the community such as moderating a group. But there are plenty of activity metrics that can be quantified with a well integrated social graph; return visits, pull through visits to the main web site, repeated comments, performance and volume by demographic, recency and frequency of posts (hat tip: Paul Fabretti), repeated actions, advocacy outside of the community (Facebook, Twitter and individual blog posts), etc., etc.

Yet, there’s no real focus on developing social media based strength of community metrics. There’s a series of tools that can help like Facebook Insights, Google Analytics loyalty measures, AddThis Analytics, and a small group of emerging hybrid solutions like Badgeville. But without a robust enterprise tracking solution like Eloquoa, one is lost.

Instead the market is left with an increasing dearth of influencer metric solutions, catering to the PR 2.0 community and its need to qualify influencers. To be fair, some of the influencer metrics have community details to them such as total number of community members who like or retweet a post. At the same time they are woefully inadequate in providing a composite community picture.

Influence is being touted as the measurement set to understand social media, but of all the metrics, it’s the one that is least needed. In fact, the influencer conversation (read Shonali Burke’s discussion) is like watching Don Quixote chase windmills. That’s why Twitalyzer CEO Eric Peterson’s post discounting the use of influence metrics in personnel decisions was so refreshing.

(Image from AllFacebook)

Instead of getting distracted by influence, focus on strength of community metrics. They mean more to an organization than any other social measurement solution out there. Strength of community is the fly wheel that drives desired business outcomes as defined by KPIs. An organization would much rather have a vibrant community of 150,000 members than a sexy influencer program that garners 50 unique blog mentions. This is the next frontier of social metrics.

The opportunity has not escaped some minds. Badgeville, a community rewards and analytics company, is building a new set of analytics to provide organizations a deeper view of how their community’s engagement behaviors. Communities can usually integrate Badgeville’s solution via an API within a week. In a conversation with Badgeville’s Adena DeMonte, she discussed how critical it was for an organization to measure individual community member actions, including a visit(s) a store, and whether or not purchases were made.

As organizations become more savvy about social properties and their corresponding role within the larger mission and strategy, it is only natural that they will want to focus on strength of community. Measurement solutions that provide diverse analyses of community actions across networks have their role in determining the health of an organization’s effort.