Andy Steggles riffs on the recent Joe Rominiecki article about whether associations should be measuring engagement or satisfaction.
So what if, instead, armed with this hypothesis that satisfaction and not engagement is what drives the success of online communities as well as association membership, community managers were to focus instead on measuring community members’ satisfaction and ensuring that areas of lower satisfaction were addressed regularly? So rather than focusing on the number of posts or whether a high percentage of members were contributing, instead they focused on regularly touching base with community members either via survey or personal emails or phone calls, asking about the level of satisfaction with the community and addressing any major themes? Personally, I’m a huge fan of the Net Promoter system for measuring satisfaction.
