Stacy Theobald
@stacytheobald

Posts: 111
Joined: Feb 08, 2011

8 Vital Social Listening Metrics Matched to Business KPIs

Posted by @stacytheobald, Wed, Jul 17 2:56pm

Social listening is one of the hottest trends in digital marketing right now.

Yet at the same time, as is always the case with buzzwords, there’s also a lot of mistrust and misconceptions around the process. What is social listening? How is it different from social media monitoring? And can it actually benefit your business in any meaningful way?

COMMENT

Whenever I hear the term “KPI” within a healthcare context, or words such as “brand awareness” I cringe a little. This is the world of tennis shoes, iPods, Disney, and Nordstrom’s.. it is the world of consumers, and is a step away from what really matters.

The nitty gritty of healthcare is the measurement of health and disease, and, since few organizations have a measurable working definition of health, that means it’s mostly about disease.

Here we are in the arena of mortality and morbidly. If you land at our ER having a heart attack, what’s the chances you are going home or heaven, and how much will it cost you (or your family if on the way to heaven)? How much do mammograms cost and how many early breast cancers will they miss/detect? How many people will die of influenza in your county if your vaccination rate is below 90%? 80%? 60%?

Sure – how many people click on your “Make an Appointment” button, and how many people show up for that appointment has some value as a business measurement, but we also should try to play the bigger game and take a hard look at how to relate our marketing measurements to actual health outcome.

COMMENT
@matthewrehrl

Whenever I hear the term “KPI” within a healthcare context, or words such as “brand awareness” I cringe a little. This is the world of tennis shoes, iPods, Disney, and Nordstrom’s.. it is the world of consumers, and is a step away from what really matters.

The nitty gritty of healthcare is the measurement of health and disease, and, since few organizations have a measurable working definition of health, that means it’s mostly about disease.

Here we are in the arena of mortality and morbidly. If you land at our ER having a heart attack, what’s the chances you are going home or heaven, and how much will it cost you (or your family if on the way to heaven)? How much do mammograms cost and how many early breast cancers will they miss/detect? How many people will die of influenza in your county if your vaccination rate is below 90%? 80%? 60%?

Sure – how many people click on your “Make an Appointment” button, and how many people show up for that appointment has some value as a business measurement, but we also should try to play the bigger game and take a hard look at how to relate our marketing measurements to actual health outcome.

Jump to this post

More fascinating insights, @matthewrehrl. The "home or heaven" phrase is definitely going into my vocabulary. Do you have ideas about how to relate our marketing measurements to actual health outcomes? That's a worthy goal but so complicated.

COMMENT
Please login or register to post a reply.

© Mayo Clinic Social Media Network. All Rights Reserved.