Types of social metrics for marketers
The social funnel can be segmented into four key customer journey stages:
Each stage has its own group of social metrics.
In this article, we will consider the fourth stage: Consumer metrics.
These numbers reflect how your active customers think and feel about your brand.
Consumer metrics include:
1. Customer Testimonials
Customer Testimonials are any customer review, assessment, comment, endorsement, or interview relating to a brand.
Ultimately, great testimonials are the product of customer delight. If your brand makes people happy, they’ll be more likely to share their good experience with others. Want more customer testimonials? Ask your best customers to leave a review.
The benefits are clear: a consistent stream of sincere testimonials on social media will garner trust and credibility while boosting your brand’s presence.
2. Customer Satisfaction (CSat) Score
Customer Satisfaction, or CSAT, is a metric that measures how happy people are with your product or service.
Usually, the CSAT score is the product of one, straightforward question: How would you describe your overall satisfaction with this product? Customers are then asked to rate their satisfaction on a linear scale, either numerically (e.g., one to 10) or sentimentally (e.g., Poor, Fair, Good, Great, Excellent).
3. Net Promoter Score (NPS)
Net Promoter Score, or NPS, is a metric that measures customer loyalty.
Unlike CSAT, NPS is good at predicting future customer engagement because it is the product of one—and only one—specifically phrased question: How likely is it that you would recommend our [company/product/service] to a friend? Customers are then asked to answer on a scale of zero to 10.
NPS is unique in that it measures customer satisfaction as well as future sales, which has made it a valuable, go-to metric for organizations of all sizes.
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