Community Monitoring Maturity Model
Here’s how organizations develop their community monitoring as they become more comfortable with and sophisticated about communities. Note that this applies to external communities only—we’ll look at a maturity model for internal communities in Chapter 15.
Level 1 | Level 2 | Level 3 | Level 4 | Level 5 | |
---|---|---|---|---|---|
Focus | Technical details | Minding your own house | Engaging the Internet | Building relationships | Web business strategy |
Emphasis | Flags, alerts, and basic awareness | Brand and message update | Community mindset, viral spread, and rankings | Nurturing communities, measuring ROI | Interactive marketing, multivariate community testing, moderation |
Questions | Am I being discussed? | Do I have a presence? Are people engaging with me on my own site? | Are they listening & amplifying me? What’s sentiment like? Which messages work best with which communities? | How does the “long funnel” affect my revenues? What’s the lifetime engagement of a visitor across all social networks? Who are my most vocal/supportive community members? | What will the community buy? How do I automatically match the right messages to each audience? How does my community help itself? Is virality a part of business planning? |
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