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Social Media Scorecard

Lithium Alumni (Retired)

I think we could we use something like an “enterprise social media scorecard.”  Wait, I’ll get us started. Begin with 100 points and deduct or add points as indicated below:

  • If little or no content on your social media site is created by customers, deduct 10 points
  • If all of the content on your site is created by customers, deduct 10 points.
  • If marketing is the only business function involved in your social media efforts, deduct 10 points.  (No, legal doesn’t count.)
  • For every function that is involved (in addition to marketing), add 10 points. 
  • If the team involved includes more individuals outside your organization (e.g., consultants, advisors, contractors) than inside your organization, deduct 10 points.
  • If number of registrations is your primary metric for success, deduct 10 points.
  • If you’re offering anything of monetary value as an inducement to register or contribute, deduct 10 points.
  • If you haven’t developed a way to quantify the value of your social media efforts in dollars, deduct 10 points. 
  • If you have specific business goals you have defined for your efforts, add 10 points.
  • If you know your goals but haven’t identified what your customers' goals in this effort will be, deduct 10 points.  (“They want to help us” doesn’t count.)

A passing score is 100 points.: )  See the comments thread for notes and rationales.

Message Edited by JoeCo on 07-14-2008 08:36 AM
About the Author
Joe is Lithium's Chief Community Officer. An expert in business-oriented online communities, he's helped more than 300 companies create successful communities. Follow him on Twitter at @cothrel.
1 Comment
Lithium Alumni (Retired)
1. Social media is about a lot of things, but surely user participation is first among them. So, for example, if your new video upload site includes mostly videos you have created – take away 10.

2. For enterprises, social media’s main advantage lies in its potential to improve relationships with customers. But relationships aren’t developed at a distance, so if you’re not interacting with the users of your social media site, 10 points should be relinquished by you.

3. Nothing wrong with leveraging outside expertise, but if you’re trusting third parties to develop your relationships with customers, perhaps you never saw “Cyrano de Bergerac.” Minus 10 points.

4. Nothing wrong with marketing, but if someone’s job hasn’t changed in product development, customer care, communications, market research, etc., etc., etc., you’re not doing social media. Don’t even think about keeping any one of those 10 points.

5. Here’s your chance to catch up. “Involved” means engaged in the process or invested in the results. Accrue 10 for each function.

6. With enough money and marketing muscle, you too can generate 10,000 registrations. That’s not a relationship – that’s a contest. Take away 10.

7. Do I need to point out what’s wrong with this relationship? If so, removing 10 may not be enough.

8. Quantification matters, and not just to you. It’s important to every user investing their time in your social media efforts with the expectation that they (your efforts) will continue. Without it, you can take away 10.

9. “Why are we doing this?” If you know, add 10.

10. Many companies can endlessly document their own goals for social media, but are hard pressed to say why their customers will take part. This is a warning signal. Think about it, or take 10.

Disagree with any of the above? Have some to add? Let me know below.