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How are you determining that the social case is in fact answered? Are you following the whole conversation?
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Our client has assigned community managers to make sure all posted questions are answered. They also use social monitoring combined with community metrics to monitor threads.
Sometimes you are able to determine whether someone is a customer and other times you can only infer. And as you point out, it will depend on how the community membership process is defined by the company.
The frustration you refer to is part of the challege of ROI...it's one part science and one part art. What we do is to couple defendable assumptions (from the data) with appropriate risk. The risk factor reflects the degree of unknowns.
We never look at metrics in isolation. Rather we look for correlations across data sets. For example, does a rise in community membership or conversation volumes correspond to an increase in call deflections? We also talk with community managers to get a sense of the community.
Does that make sense?
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