Community Metrics experts, please let me know if I am overthinking this… my brain is hurting!
In Advanced Community Strategy, it’s said that tracking “registered members” (in my case, I assume that means total # of members in the group) is a vanity metric, because that number will always go up and there’s always an issue of dead accounts that dont get removed. Since we are good about removing people who no longer meet our community criterea, is this a number I should go ahead and track for community growth? On the other hand, it WILL always grow, because our marketing team does a kickass job in selling our membership and we’re perfecting our onboarding with emails and physical welcome packets that talk a lot about joining the Facebook group… is total # of members in the group something I should track or does it not really matter?
Critical Mass is defined as 50% - 90% of the growth rate is by community members (via WOM or referral) and 50%-90% of the activity is initiated by the community. Our growth rate at this point is mostly marketing the membership. As I mentioned in another thread, we will be initiating a referral program for the membership itself, which includes the community as the bonus. I guess it’s difficult for me to wrap my head around reaching critical mass if WOM referral really isnt an option for the community itself (I know it does happen because members have told me in private conversation here and there, but there’s no way for me to measure it). What should I track? Does “Critical Mass” have a different definition for my community?
Thanks guys and gals!