Create a Measurement Plan

Redline Auto Service will me used to create a measurement plan.

Step 1: Define the Goal

The main goal of having a social media presence for this organization is to generate new customers and keep current ones. This is important because the organization relies on current customers for future business, and new ones to continue to grow. A vital part of this is to also create and continue good relations with the company's customer base.

Step 2: Identify Your Publics and Determine How Your Social Media Efforts Affect Them

As has been mentioned, the current customer base is important to the organization's success. Social media gives a forum for customers to ask the company questions or voice any concerns. Places such as Facebook are important in communicating with these customers. These places also are great for advertising to new potential customers.

Step 3: Define Your Benchmarks

To stay competitive the organization needs to focus on at least two things; prices and customer satisfaction. Each of these require information about other local businesses offering similar services. Prices are fairly simple to measure but the main focus should be on lowering the price for the customer while maintaining profit and service reliability. Customer satisfaction is slightly more difficult and requires more research on what people are saying for competitors. The goal should always be to have high customer satisfaction but knowing how you measure to locals is important.The web makes this easier by creating places for people to talk to both business and one another.

Step 4: Determine the Specific KPIs by Which You Will Define

Measuring the amount of unique visitors with those who have made inquiries or scheduled for service is one important indicator. As is those who sign up for special offer notifications. Increase and returning customers can also be an important measurement as it shows advertisement effectiveness and overall interest in the company. Finally customer satisfaction scores are vital.

Step 5: Select a Tool

Tools for web and statistical analysis can be employed to measure the effectiveness of the website in bringing in new customers. Google Analytics or a similar service should be enough to accomplish this for a company of this size. To measure customer satisfaction there is no better choice than surveys. A survey can be created on the website or with a service such as SurveyMonkey. Incentives should be offered to influence the possibility the survey is taken.
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By using the steps above Redline Auto Service can better measure organization growth and retention. It can use this information to get an idea on what is working and what is not. In addition an idea on how the company measures up to local competition. These are all important things when competing in such a local scope..

Source of these steps:
Paine, K.D. (2011). Measure What Matters: Online Tools for Understanding Customers, Social Media, Engagement, and Key Relationships.Hoboken, New Jersey: John Wiley & Sons.