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monitoring your brand in social media

October 14, 2008

Afternoon panel at New Marketing Summit: Listening in a Blizzard – Social Media Monitoring and the Future

How do you retrofit a company that needs to learn how to listen?

Mike: We see a lot of agencies helping companies aggregate information, put together a strategic process by which this info comes into the organization and how it gets used by different ppl, marketers, researchers, ads, business leaders etc.

Todd: We see a lot of business listening going on. If I’m looking to build brand awareness or measure my reputation I’m going to have a different focus of how I listen and who I listen to. We’re seeing a great need for this kind of personalized monitoring function. 

Candace: There are going to be 30,000 blogs written while we sit here. Not all about us, but that many altogether. So there is way too much volume. We don’t feel like we need to  convince companies to monitor these days, we have to change the WAY they monitor. They have some person in the next room trying to read all this stuff and that just doesn’t work

Tony: Where is your customer? Is your customer in social media, in communities, what do you need to know in order to understand that conversation. How do you figure out how you fit in to this, and then you can take a look at how to fit in to this community and how to approach. 

David: Companies want to listen, they all listen in a different way but they are seeing the value. It’s what they do with this listening. 

What is one thing that is characteristic of the payloads you can get from listening?

Mike: Listening is non-strategic for biz. CMOs will listen and all that. But if they can’t take that data and then quantify it and identify trends and useful stats, they’re not going to go to product developers etc to change the business or product without hard data. In 2008 social media data became important data. Consumer insights have been on the web for a long time, but ony recently have marketers really started using this data to see what they can do to make a difference in how they sell. 

Todd: Recognize the influencers who are credible on a topic and people are paying attention to them. Our output is simply a list of who is behind important blogs and other social media in certain instances. 

Candace: We focus on characterizing the haystack of opinion rather than individual influencers. We go beyond sentiment, we summarize what people are saying. Identify a problem or sentiment and then provide a look at why this is happening. We alllow users to determine what they want to track and how to track it. 

Tony: We measure tone and impact for traditional and social media and how they interact. 

The panel is now giving examples of how to use their monitoring products to measure the community, get customer feedback, monitor blogs and other social media forums and how to use this data to make business decisions that will help the company create products that cater to their target audiences. 

Candace has actually seen people use these monitoring tools as a money saving option, putting marketing dollars to better use than one person spending all day monitoring manually.

One Comment leave one →
  1. October 18, 2008 6:34 am

    Thanks for covering the talk Anya. Glad you got something out of it. How was the rest of the conference for you?

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