I drive the community management strategy for a big brand and am looking for advice.
Historically, we measured the success of our community management program by tracking the volume of interactions (e.g. how many times we respond to consumer comments and posts). This year we have prioritized more proactive interactions (like commenting on a trending TikTok) versus reactive interactions (responding to a tweet that tagged our brand) to help the brand take part in cultural trends, join trending conversations, and overall position the brand as more relatable to build brand affinity.
The thing I’m struggling with how to measure the success of this new goal and ultimately, how to communicate that success to key stakeholders.
Any recommendations, advice or examples of how your teams have measured the impact of community management are welcome.