- [Presenter] People often ask me,
how do you measure your success
for online community building?
The biggest challenge in measuring your efforts
is that you're striving
to form and create valuable relationships.
And how do you measure those relationships?
It's important to have the right metrics in place
so you know when your efforts are working
to build your community,
and when you might need to take strategic action
to better support your growth and experience
for your community.
A healthy community affects your business's bottom line.
And you might look at these four measurements
on how your community is doing.
First, increasing retention.
That's both customers and employees.
It's improving customer satisfaction,
perhaps you're getting less product returns
and better reviews.
That it's boosting sales
and that your bottom line is increasing.
And finally it's increasing brand awareness
and product recognition.
Let's talk about active members.
The number of members is considered a vanity metric.
So it looks good on paper,
and it is really exciting when your number of members
is growing within your community.
But generally speaking,
the number of followers in your community will always grow.
This number doesn't necessarily mean anything
until they actually do something.
And that's a difference between an active member
and just a member.
Your first step to determining what an active member is,
is by defining activity.
That could be anything from making a post
within your Facebook group, commenting on a thread,
sending a private message, reacting to a post
or even opening your mobile app.
FeverBee is a great resource, and they have a formula
on how you can measure the average times
and active members contributing to your group.
The formula looks like this,
Total posts + Total comments + Total reactions
divided by the number of active members
will equal the average activity per active member.
Here's an example.
Maybe you want to look at your community's activity
for December.
You've had 2000 posts, 5,000 comments, 7,000 reactions
and 3000 active members.
You're going to plug those numbers into this formula.
And what you find is an active member
has participated in average of 4.6 times for the month.
This formula does weight, posts, reactions
and comments the same,
but it really provides a helpful jumping off point
to get you really digging in deep to activity
and not just a number of members your community has.
Another metric to get really familiar with,
is daily and monthly active users.
Monthly active user,
you'll see that represented by MAU,
is basically a member who has taken some action.
So they've visited your community,
they've logged into their membership portal,
they've posted on the Facebook group
whatever your active definition is,
in the last 30 days as a date of measurement.
Again, get really comfortable
with defining active for your community.
And this is going to be really specific to you.
Is it simply logging on?
Is it posting a comment?
You must be able to track daily active users
in order to calculate this monthly or weekly amount.
This is another great benchmark
to understand your community's growth and stickiness.
Say for December, you had 10,000 monthly active users,
say January, you doubled that with 20,000.
That is a very healthy metric and a great way
to show and illustrate your community's growth.
I want to go over how you can view these insights
within Facebook.
Here we are on the Two Trees Olive Oil Facebook page.
I'm going to choose Insights from the menu on the left
and it's here, it's going to bring me to my Insights dashboard.
This is where I can get a really clear snapshot
of how this community,
which is the Two Trees Olive Oil Facebook page,
how it's growing.
The page summary shows the last seven days.
If I choose a dropdown,
I'm going to select 28 days just to get more information.
If I want to take a look at this, month over month,
I might choose the export data,
where it'll compile all this information
into an Excel spreadsheet.
Scrolling down,
I can gauge how the community is doing.
I see that there's an increase in Page Likes,
to the right of that, the Post Reach has grown by 133%.
So I know if I'm in the green,
likely my community is growing.
If I want to drill down more specific,
I can choose from the menu on the left,
and I can see things
like how my posts are reaching my community
to Actions on Page.
Many websites will provide the same type of analytics
as well as other social media channels.
So get familiar with your analytics
or your Insights dashboard.
Given the different ways,
you can potentially measure your community's growth.
How is your own online community performing?