Measuring the success of any strategy is done on the following three decisions that you need to make before the implementation of the strategy itself:
What you will monitor?: Now that you’ve actually come up with a strategy, you should know exactly what to keep track of and its nuances. You cannot be vague and ignorant about the process and course of action itself. Make sure your ORM strategy is aligned with your marketing strategy and get a good feel of how you will manage social media conversations for the best results.
How often will you monitor?: You have to keep one ear to the ground and keep a schedule on how often you will spend time on ORM and what kind of resources you have for Online Reputation Management. Make sure you have the optimal amount of resources so you don’t waste time and money doing either not enough or double work. In some cases all it takes is one unsatisfied furious client’s line could ruin your reputation. Don’t let that happen
How effectively will you use the information you have?: The most important thing about Online Reputation Management is making use of the information you have in front of you. True, the first step is monitoring, the next step however is using this information to help improve your products and your services so they meet the expectations of your customers. Gathering this information is step one and making good use of it is step two.
In conclusion, measuring the success of an ORM program is not about just making people say good things about your company, its about doing something that ensures this!
