Category Archives: Social Media Measurement

Twitter Usage – The Eircome Case Study (KPIs)

In this weeks class we talked about Twitter usage for companies and used Eircom as an example as one of their marketing strategies KPI.

Companies are relying more often on the use of Twitter as a customer services tool, it is used to connect with their customers, beneficial for branding and brand loyalty, easier and more common to get feedback from customers about their product or services, it is a free marketing tool and help increase sales. It is also good for sharing company news with your customers and share promotions and offers. Tweets might go viral, therefore creating awareness and is an easy way to spy on competitors.

Background: Eircom is Ireland’s largest telecommunications company controlling over 60% of the fixed line telephony market and 47.5% of the country’s 1.66m broadband subscriptions. Its subsidiaries Meteor and eMobile are both significant players in the mobile communications market.”

Eircom wants to show customers that they listen and respond to them promptly and personally, helping the firm to understand their needs. Their Twitter presence is part of the social media strategy within the organisation. Eircom has integrated their social channels into its marketing and content calendars. Eircom has assigned staff members to monitor social networking sites such as Twitter in order to track and address negative comments and queries made about and to the company.  The social media customer care team consists of four full-time agents, who monitor and respond  in social conversations across all their platforms (Twitter, Facebook, Boards.ie) on a daily basis.

Eircom’s team that are in charge of monitoring social media, are generally working  for queries from 9:00 to 20:00 Monday to Friday, these opening times were arranged based on feedback and demand but are very flexible towards this as Twitter is always on. The social media customer care team have various KPIs to measure their impact, progress and also ensuring a constistent customer service.

The firm has created a self-help centre for their customers and are also working on Youtube videos with tutorials. If a customer is unable to get the response they required  through their self-help centre, then they are put into a new category and will be looked after by their tech support team.  The agents in charge of their Twitter account must address to all responses within 20-30 minutes for each query received. They have realised that 70% of customers who have had interaction with them in the digital world have not contacted their call centres.

  • The @eircom’s team deals with approximately 75 queries and escalations per week through around 320 tweets and direct messages.
  • They use and track all their shortened links for the self-help tutorials and FAQs generate an average of 250 click-thrus to their support forum and website on a weekly basis.
  • They receive an average of 1,200 visits per week on their forums.
  • And a  further 150 queries get resolved on Boards.ie, also on a weekly basis.
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Measuring Social Media

In this weeks class we covered social media measurement, this can be difficult to look at without having clear objectives for the business.  These measurements are done through analysing the following:

  • Reach: Page views,  followers, likes and subscribers on social media.
  • Actions: Likes, shares and retweets.
  • Level of interaction: Engagement (comments).

A lot of brands do not use any form of social media metrics, as shown below:

It is important to consider the platforms that you are using and measure the relevant information. For example, how many people come to your website through a social media channel like Twitter or Facebook? This can be seen using Google Analytics.

Measure of influence is another important piece of information that you can obtain through measurement: Who is the person that drives the most attention? whose posts are shared or liked the most? These are people who know about a certain topic, and share relevant information, they don’t waste time with irrelevant posts or messages. Tip: Search for these people on Linkedin and find out more about their industry.

Measuring engagement is possible, it is easy enough knowing how many likes, shares, retweets and replies a business profile or page gets, but it is also easy to see how many new likes or follows businesses gain. Facebook insights allow you to view these easily, for Twitter there are other available tools (7 top tools to measure performance and influence on Twitter). Another way to find out how much influence a person has on Twitter would be by the obvious, the amount of followers they have but also in how many lists they have been added to by others (this last one is not the best metric because not everybody uses Twitter Lists).

Gender and age are another important metric, as businesses sometimes need to know who is their target market and this can be seen through Facebook insights and it looks as shown below:

These sort of insights are also available through Youtube Insights Tool.

Another way to measure is by monitoring, doing so will allow you find out what others are saying about the brand and addressing these can have a positive impact. There are many tools that allow you to monitor your brand: 20 Free Social Media Monitoring Tools You Should be Using