Save or Share this Report

For Customer Insights Professionals

Listening Metrics That Matter

May 17, 2012

Primary author headshot


  • By Zach Hofer-Shall
  • with Suresh Vittal,
  • Allison Smith

Why Read This Report

As social media becomes more prevalent, the data it creates becomes a critical research and insight-generation activity. Businesses turn to listening platforms to harvest the rich trove of consumer conversations generated across all social media channels, including blogs, message boards, and social networks. These platforms deliver a variety of listening metrics — such as "likes," retweets, conversation volume, and sentiment — to support firms across a range of different business initiatives, including campaign analysis, crisis management, competitive analysis, and market research. But businesses run the risk of wasting their efforts by over-collecting and underutilizing the social data. To derive actionable customer intelligence, marketers must first choose their listening goals and then combine those listening metrics with the output data from other business programs. This is an updated version of the 2009 "Listening Metrics That Matter" report, with new examples and terminology.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Recommended Research