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Proceedings Paper

Measuring engagement effectiveness in social media
Author(s): Lei Li; Tong Sun; Wei Peng; Tao Li
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Paper Abstract

Social media is becoming increasingly prevalent with the advent of web 2.0 technologies. Popular social media websites, such as Twitter and Facebook, are attracting a gigantic number of online users to post and share information. An interesting phenomenon under this trend involves that more and more users share their experiences or issues with regard to a product, and then the product service agents use commercial social media listening and engagement tools (e.g. Radian6, Sysomos, etc.) to response to users' complaints or issues and help them tackle their problems. This is often called customer care in social media or social customer relationship management (CRM). However, all these existing commercial social media tools only provide an aggregated level of trends, patterns and sentiment analysis based on the keyword-centric brand relevant data, which have little insights for answering one of the key questions in social CRM system: how effective is our social customer care engagement? In this paper, we focus on addressing the problem of how to measure the effectiveness of engagement for service agents in customer care. Traditional CRM effectiveness measurements are defined under the scenario of the call center, where the effectiveness is mostly based on the duration time per call and/or number of answered calls per day. Different from customer care in a call center, we can obtain detailed conversations between agents and customers in social media, and therefore the effectiveness can be measured by analyzing the content of conversations and the sentiment of customers.

Paper Details

Date Published: 21 February 2012
PDF: 9 pages
Proc. SPIE 8302, Imaging and Printing in a Web 2.0 World III, 83020F (21 February 2012); doi: 10.1117/12.910034
Show Author Affiliations
Lei Li, Florida International Univ. (United States)
Tong Sun, Xerox Corp. (United States)
Wei Peng, Xerox Corp. (United States)
Tao Li, Florida International Univ. (United States)

Published in SPIE Proceedings Vol. 8302:
Imaging and Printing in a Web 2.0 World III
Qian Lin; Jan P. Allebach; Zhigang Fan, Editor(s)

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