Complete Web Monitoring

Community Monitoring Maturity Model

Here’s how organizations develop their community monitoring as they become more comfortable with and sophisticated about communities. Note that this applies to external communities only—we’ll look at a maturity model for internal communities in Chapter 15.

	Level 1	Level 2	Level 3	Level 4	Level 5
Focus	Technical details	Minding your own house	Engaging the Internet	Building relationships	Web business strategy
Emphasis	Flags, alerts, and basic awareness	Brand and message update	Community mindset, viral spread, and rankings	Nurturing communities, measuring ROI	Interactive marketing, multivariate community testing, moderation
Questions	Am I being discussed?	Do I have a presence? Are people engaging with me on my own site?	Are they listening & amplifying me? What’s sentiment like? Which messages work best with which communities?	How does the “long funnel” affect my revenues? What’s the lifetime engagement of a visitor across all social networks? Who are my most vocal/supportive community members?	What will the community buy? How do I automatically match the right messages to each audience? How does my community help itself? Is virality a part of business planning?