Sprint Measures Impact of Social Media

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Case Summary

One of Sprint’s key social media initiatives is BuzzAboutWireless.com, the leading online community for wireless users, powered by Lithium. The site lets users help each other in using wireless products and services, and because of its high degree of interactivity the site generates rich customer data that complements what Sprint captures on its corporate and e-commerce Web pages. After launching Buzz About Wireless, Sprint quickly recognized the need to integrate data from its social media initiaties into its Web analytics

Sprint was ableto overcome its online challenges and achieved the following results:

1. Gain a holistic view of customer behavior across the company’s Web presence, including communities
2. Ability to conduct more granular analytics measurement using SiteCatalyst
3. Further insight on how community content affects retention and satisfaction, and which community content is most useful to particular customer segments