Online Community Metrics

The Online Community Metrics survey was initiated in February of 2007. Bill Johnston (Forum One Communications) sent approximately 150 survey invitations to online community professionals in our network of executives and practitioners. We received 50 completed surveys. Participating organizations ranged from small to very large, with approximately 75% representing commercial groups, the balance representing non-profits. Commercial participants included large software companies, large community destination sites, niche community sites, platform providers and interactive marketing firms. The respondents, most of whom we know professionally, represent a very senior and experienced group.

The survey results provide a great deal of qualitative information and require some diligence to comb through. Section summaries have been provided for the majority of questions. With that said, to our eye the most valuable information in the survey results include:

• Metrics Options (page 9): a comprehensive list of unique metrics that respondents value;
• Management Tactics (page 11): strategies for improving community metrics;
• Desired Metrics (page 14): a long metrics wish list
• Demonstrating ROI (page 16): quantifying the value of community for management and stakeholders
• Tools for Collecting Metrics (page 19): Services, tools and techniques for collecting and analyzing community data
• Advice (page 20): best tips for community managers concerning metrics.

Other data we found that were noteworthy: The percentage of communities that have paying members improved from 16% in 2006 to 30% for this survey (page 7), and that good sources of information on community metrics are scant (page 22). The best source of information continues to be other online community professionals.