Practical Social Media Measurement: Cost Savings

THE BRAND BOX — Sometimes, the value in a business endeavor isn’t about what goes up – like revenue – but what goes DOWN, like costs. Social media can have some very clear efficiencies, most heavily on the customer service side, but also in areas like training or communications. Let’s have a look. In customer service arenas, most companies have a pretty distinct idea of what it costs them to attend to and resolve issues through typical channels, like a call center. To determine what it costs in both hard and soft measures to resolve a single customer service issue (in a simple fashion), you need to...