Calculating the #ROI of Customer Engagement !

Calculating the #ROI of Customer Engagement !

By Fouad Bendris

One challenge in looking at the ROI of engagement over time is that in new communities and networks, asking and answering does not happen right away. Most individuals need to feel comfortable and connected before they are willing to ask a question that might make them feel vulnerable. This means there is a lot of work for community managers to do to prime the culture of the community so that people do feel comfortable and connected. For this reason, the ROI of engagement is typically negative until the culture supports and rewards regular asking and answering.

Fouad Bendris’s insight:
How to measure the effectiveness of community management. To calculate the ROI of engagement, you include the cost of generating that engagement – all of the program expenses (like software, content/programming and staff) related to community management or culture change …

Source:: Strategy & Governance

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