Here is a flavor:
I’d measure my community manager on the following:
- Responsiveness to communications (blog comments, emails, twitter messages and forum threads) less than 24 hours max.
- Number of QUALITY blog posts read and shared via Google Reader.
- Number of meaningful comments (more than a few words, on topic, pertinent to the space) on appropriate blogs, videos, and other media per month.
- Overall quality of her Twitter stream ( maybe a 60/30/10 mix of industry-related / personal @ comments / and off-topic).
- Engagement on our blog/community/network. (Number of subscribers, number of comments, number of links out to other blogs from our community site).
- Number of quality blog posts and linking posts (probably a 40/60 split between original and linked, though some would argue for 30/70).
- Eventually, number of links from other sites to our blogs and media.
Success of the Project
I’d feel our community manager was a success if she accomplished the following through her efforts:
- Empower the listening ability of our organization to our community’s needs and desires.
- Build an awareness of our organization through non-marketing efforts, measured by favorable or at least non-negative mentions on other blogs, forums, and in Twitter.
- Deliver a blog and/or media platform that’s useful to the community at large, and that grows in number of subscribers as well as engaged commenters.
Overall, I believe these efforts would be measured by an increase in attendance at our face-to-face and virtual events, an increase in subscriptions to our newsletter, and a larger blog commenting community. This would be a win to our organization, and would thus be worth the expense of another salaried employee.
Chris has outlined a strong, ROI focused definition of what a company should look for in an internal employee. Read the comments section to learn about how people are objecting- mostly about the issue of measurement.