Businesses have always struggled to measure quality. The challenge in social media is no better. In fact, it’s considerably worse.
Even the best attempts at measuring quality of a customer relationship, such as Net Promoter Score (NPS), rely on numbers, in the case of NPS a ranking from one to 10, and this has always seemed somehow inadequate to convey the different values and feelings involved.
Google has done a reasonable job of measuring the quality of content published online and ranking it accordingly, yet if you search for “social media quality” you’ll be presented with a list of deeply mediocre, SEO-focused blog posts on the topic.
Perhaps Google’s Authorship will fix this, but the challenge is clear.
So what does quality mean in the context of social media?