What does the CM100 say?
It is obvious to say that responding quickly is better than not responding or responding slowly, but the speed we measured does not necessarily say anything about the quality of the community management on a page. I mentioned above that most supermarkets and electronics brands do not excel in speed. You could argue that there is usually no urgency for these brands to answer questions very quickly. On the other hand, the opening hours of supermarkets have been extended considerably in recent years. It would therefore not be so strange if consumers expected their supermarket to also answer questions during the store's opening hours.
Reactions from brands in the CM100
Of course, we gave all brands from the CM100 access to the data before publication and asked for feedback. This resulted in dozens of responses. ABN Amro also responded to our message very quickly: after 20 minutes with the message that our message had been forwarded to the correct department. What stood out, and this also applied to brands such as Douwe Egberts , ING ('we are proud of our fourth place!'), Schiphol and Volvo , was the webcare-like way of answering. Every question is handled in approximately the same (polite) manner, but you can, so to speak, deduce the internal guidelines for community management from the response.
Libelle was surprised by the long response time outside office hours in November. They felt that they were always on top of things and ensured that fans received a quick response. It turned out that one question was only responded to after six days (a very nice one). The message had already been liked earlier, but unfortunately we cannot measure the time of liking. With a total of 37 messages over the entire month, this provides a distorted picture. This will soon be remedied by excluding such outliers.
Suggestions are welcome!
The question of how we deal with liking messages came up more often. As mentioned, we cannot measure the time of a like. A like is now included in the data as an unanswered message. To be honest, we are still looking for a good way to process this in the CM100. Suggestions are therefore very welcome. I also find the discussion about answering with a like very interesting.
Of course it is better than not answering at all, but I do think that brands are taking it too easy by just liking a positive message. You could say that this is a typical webcare-like approach to community management. Webcare is about closing conversations, while community management is about keeping them going. I am curious to hear what you think about this!
Further development
Despite the fact that there are of course some catches, I think that the CM100 can be a good vietnam mobile phone number list indication of the quality of community management. The most important thing here is that it says something about how seriously brands take their community.
In any case, I hope that with the CM100 we can start the discussion about the quality of community management. Because what is actually good community management? And what is the difference with webcare? Or can you perhaps not see them separately at all?
Based on the feedback we (have) received and our own findings, we want to further expand the possibilities of the CM100. In the future, users should be able to add their own pages and compare them with competitors. We also want to allow global brands to compare their local fan pages. In addition, we want to be able to better visualize the development of community management over time by means of infographics, for example. We will keep you informed about this via Frankwatching ideas for new features below. I'm very interested in hearing from everyone and would love to talk to everyone.
Photo intro courtesy of Fotolia