• Tereza Krpcová

What to measure in your community?

Updated: May 4, 2020

The key to success in any endeavor is measurement. Without a quantifiable sense of where you are vs. where you were, you can’t know whether you’ve succeeded or not. Data is POWER. The more information you have, the better equipped you are to update your community activities and strategy. It is important to keep in mind that every community has its own metrics. There are probably unique elements in your community that you'll want to measure, as these will generally ladder up to your overall community goals.  Don’t forget to measure what matters!

As brand communities further infiltrate every industry, community builders find themselves faced with a growing number of fundamental questions that there are no obvious answers for – “What should our community accomplish?”, “How do I know that our community is working?” or “Which community aspects are driving the impact?”

Operational metrics are typically based on data captured by systems, but may include some data that needs to be captured manually. Analyzing data sets provided by Facebook,

Google Analytics and similar tools might indicate the best practices to grow the community and also provide new ways to measure the impact of their efforts.

  • Followers/members

  • Engagement (discussions/comments/shares/retweets/re-posts)

  • Number of events and attendees

  • Active members

  • Number of new member sign-ups and discussions

Tip! Check and evaluate these numbers on a regular basis.

Business impact metrics are harder to capture but are the most worthwhile.

  • Retention

  • New consumers

  • Customer satisfaction ratings

  • Customer loyalty (NPS score)

  • Revenue and profits from innovation

  • Change in sales revenue

  • New user/member sign-ups

  • Cost savings

  • Reach

  • And many others...

How do you measure a feeling?

We intrinsically know that a sense of community is important for members to feel welcome, engaged, and stick around. The Sense of Community Index is a tool that puts some analytical muscle behind this concept. So how do you measure a feeling? Well, you ask the right questions.

Find more inspiration here:

Community is no longer a nice-to-have. It’s essential that businesses invest intelligently in community programs and show the results to prove that they’re making an impact. I believe we will see more and more businesses doing this in the coming years.” Jeremiah Owyang, Founder, Crowd Companies

If you want to learn more about communities and community building, read the articles on our Spaceflow blog and don't forget to subscribe to our newsletter.

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