A Simple Social Metrics Test

[#1]

One of the great things about being a software-as-a-service company is all the data we have about community performance.  We have the very first message ever contributed to a Lithium customer community almost ten years ago, and complete performance data for every community since then -- which today means hundreds of communities covering a wide range of types, size, and age.   I can look at performance across the entire network of Lithium communities (almost 8MM users a day), or I can compose a group with similar characteristics and do some benchmarking. 

Looking across performance data from many communities allows you to see commonalities that aren't otherwise visible.  I've prepared a simple test below to illustrate.   

Four of the most common metrics that companies measure in their communities are registrations, page views, contributions, and searches.  These metrics provide a balance between passive and active participation and allow you to see -- albeit at a very high level -- the relative health of the community over time.    

Interestingly, if you plot each of these metrics over one year's time, the trendline for each metric has its own distinctive shape.   In fact, if you spend a lot of time with community metrics, you might be able to identify which metric is charted on a particular graph solely by the shape of the curve.   

Let's give it a try.

Here are four charts representing each of the metrics I identified above.  In the comments section, I'd like you to tell me which chart shows which metric, and explain what it is about the trendline that led you to that conclusion.  I'll respond later today with the answers.

Message Edited by JoeC on 10-17-2008 12:13 PM

[#2]

I should add, if this isn't obvious, that these graphs are from successful communities.  That's why there are commonalities.  Unsuccessful communities are typically unsuccessful in their own way.

[#3]

Ok, now I'm curious as to how I would do.   Here's my answers, but to avoid spoiling it for anyone I'll use white text (so highlight to see):

Metric A: Page views

Metric B: Contributions

Metric C: Registrations

Metric D: Searches

[#4]

You are correct, sir.  

Identifying a search graph is easy -- it's always something of a hockey stick since you need to reach critical mass in content before they searches become useful.

Registrations are easy if you know they are always relatively flat in comparison with other metrics -- and also more subject to strong spikes from email or other outreach efforts.

Posts are somewhat harder -- basically a lumpier version of a page view ramp.

Page views are the one you have left after you've eliminated all the rest.

[#5]

Metric C - otherwise known as the registrations, page views, AND posts, aka the conglomerated line of forum activity, for my forum over the last  year.  Normal normal normal normal HUGE SPIKE normal normal normal normal normal...