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The Importance of Social Media Audits « Web Strategy by Jeremiah Owyang | Social Media, Web Marketing on 2009-07-29
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one of the key things they learn over time is how to adjust their thinking from a topic-focused monitoring mentality to a business intelligence strategy that answers specific business challenges or issues.
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Just as brands conduct audits of inventory, employees, and budgets on an often annual basis, they should also survey the landscape to find out what customers, influencers, partners and employees are participating on the social web. Audits are key for identifying priorities, benchmarking previous efforts, and planning for future efforts; the same applies for social media.
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Initial Kickoff Audit. Brands should audit their social sphere as part of their initial planning process. Brands should work with a partner to find out the conversation index, top competitors, top discussed phrases, and customer experiences with products and services.
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Benchmark top advocates and detractors, and determine which topics or products are most talked about. Most importantly, benchmark your own social efforts, measuring the change and analyze what caused them, you’ll need this data as your budgets are questioned. Finally, use this knowledge to set quantitative and qualitative goals of where you want to be next year.
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A typical example would be a company that insists on tracking their brand name, competitors by name and or consumer complaints or service, but after spending time analyzing consumer conversations they come to understand that structuring topics tied to specific customer experiences - frustrations, angry, quality, speed, etc., - can yield much better data and insights. The same can be said for many other types of brand analysis, whether it it at the brand, product or campaign levels. Hope this helps.
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the key is to listen to people’s conversations about your category, not your brand.
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Most online conversation is not about brands. Most online conversation is about what people care most about - cars, gaming, beauty, cooking, finance, etc.
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Brands are of course important, but brand mentions range from a high of 30% of relevant conversation (gaming, cars) to a low of < 5% (food/cooking). If all you are looking for is brand mentions, you are missing the forest for the trees.
Figure out what people are passionate about by listening to their whole conversation - not the brand conversation - and then do something to connect your brand to that passion.
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A comprehensive Social Media Audit should involve all stakeholders internally, i.e. sales, marketing, customer services, product development, competitive intelligence, market research, so that a holistic strategy and action plan can be concluded as the result of the audit.
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One piece I’d like to see added to the idea is a “fire drill” component to increase understanding. In other words, how are we suggesting you use social media to do your job differently and what does that really look, feel like. Too often we pay lip service to changing the way we do our jobs, and don’t actually make those changes. While a social media audit should help avoid those situations, some people are visual learners and need to see to believe.
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Overlaying different types of data –conversations, search, analytics, voice of customer research, etc.– provide better insights and a deeper understanding of social media’s interplay with the overall business efforts
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Audits for large companies are different than those for medium/small ones - due to the sheer volume of discussion, multiple points of entry, and the vast number of markets/conversations to cover - which makes creating a unified company vision all the more challenging
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New Design and QUOTES: A Window into the Mind of the Market - Scout Labs on 2009-07-27
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Malcolm Bastien on 2009-07-27
Quotes is a very smart thing. This is something a lot of people shoul be doing, but have so far had to recreate new queries each time. Instead Scout Labs has now made it an integrated part of each search. Smart.
I only make my feeling so publik like this so other tool vendors do the same.
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The effects of knowledge work's "value" - Thoughts You Can Think About on 2009-07-08
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Sending emails helps productivity and uses less resources
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Malcolm Gladwell reviews Free by Chris Anderson: Books: The New Yorker on 2009-07-01
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The only iron law here is the one too obvious to write a book about, which is that the digital age has so transformed the ways in which things are made and sold that there are no iron laws. ♦
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Malcolm Gladwell reviews Free by Chris Anderson: Books: The New Yorker on 2009-07-01
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“close enough to free” multiplied by seventy-five billion is still a very large number
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In the case of YouTube, the effects of technological Free and psychological Free work against each other.
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But, in order to make money, YouTube has been obliged to pay for programs that aren’t crap. To recap: YouTube is a great example of Free, except that Free technology ends up not being Free because of the way consumers respond to Free, fatally compromising YouTube’s ability to make money around Free, and forcing it to retreat from the “abundance thinking” that lies at the heart of Free.
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Malcolm Gladwell reviews Free by Chris Anderson: Books: The New Yorker on 2009-07-01
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Why are the self-interested motives of powerful companies being elevated to a philosophical principle?
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Seth's Blog on 2009-07-01
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We notice what we choose to notice.
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Restaurants finding Twitter a cheap, effective marketing tool - The Boston Globe on 2009-07-01
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“It allows us to build a better and stronger relationship with those customers in a way that’s comfortable for them,’’ he said.
When Boloco wanted to set up focus groups, market research that would have cost thousands of dollars, the company turned to Twitter. Pepper contacted Tom O’Keefe, an online business developer (and avowed fan of Boloco competitor Anna’s Taqueria) whose Twitter stream, @BostonTweet, has more than 6,000 followers. “Within one hour we had 50 people,’’ Pepper said. “It not only saved us all kinds of money, but it turned out to be an amazing group.’’
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“I follow
Myers + Chang, and it inspires me to go in,’’ she says. “I enjoy that they tweet about people coming in and what they’ve liked, a local customer or somebody from another restaurant even. It gives a kind of community feel to it. It makes me feel connected, like I know what’s going on with the chefs of the restaurants I follow.’’
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“I follow
Myers + Chang, and it inspires me to go in,’’ she says. “I enjoy that they tweet about people coming in and what they’ve liked, a local customer or somebody from another restaurant even. It gives a kind of community feel to it. It makes me feel connected, like I know what’s going on with the chefs of the restaurants I follow.’’
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“I follow
Myers + Chang, and it inspires me to go in,’’ she says. “I enjoy that they tweet about people coming in and what they’ve liked, a local customer or somebody from another restaurant even. It gives a kind of community feel to it. It makes me feel connected, like I know what’s going on with the chefs of the restaurants I follow.’’
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“I follow
Myers + Chang, and it inspires me to go in,’’ she says. “I enjoy that they tweet about people coming in and what they’ve liked, a local customer or somebody from another restaurant even. It gives a kind of community feel to it. It makes me feel connected, like I know what’s going on with the chefs of the restaurants I follow.’’
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“I follow
Myers + Chang, and it inspires me to go in,’’ she says. “I enjoy that they tweet about people coming in and what they’ve liked, a local customer or somebody from another restaurant even. It gives a kind of community feel to it. It makes me feel connected, like I know what’s going on with the chefs of the restaurants I follow.’’
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“I follow
Myers + Chang, and it inspires me to go in,’’ she says. “I enjoy that they tweet about people coming in and what they’ve liked, a local customer or somebody from another restaurant even. It gives a kind of community feel to it. It makes me feel connected, like I know what’s going on with the chefs of the restaurants I follow.’’
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“I follow
Myers + Chang, and it inspires me to go in,’’ she says. “I enjoy that they tweet about people coming in and what they’ve liked, a local customer or somebody from another restaurant even. It gives a kind of community feel to it. It makes me feel connected, like I know what’s going on with the chefs of the restaurants I follow.’’
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“I follow
Myers + Chang, and it inspires me to go in,’’ she says. “I enjoy that they tweet about people coming in and what they’ve liked, a local customer or somebody from another restaurant even. It gives a kind of community feel to it. It makes me feel connected, like I know what’s going on with the chefs of the restaurants I follow.’’
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“I follow
Myers + Chang, and it inspires me to go in,’’ she says. “I enjoy that they tweet about people coming in and what they’ve liked, a local customer or somebody from another restaurant even. It gives a kind of community feel to it. It makes me feel connected, like I know what’s going on with the chefs of the restaurants I follow.’’
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“I follow
Myers + Chang, and it inspires me to go in,’’ she says. “I enjoy that they tweet about people coming in and what they’ve liked, a local customer or somebody from another restaurant even. It gives a kind of community feel to it. It makes me feel connected, like I know what’s going on with the chefs of the restaurants I follow.’’
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“I follow
Myers + Chang, and it inspires me to go in,’’ she says. “I enjoy that they tweet about people coming in and what they’ve liked, a local customer or somebody from another restaurant even. It gives a kind of community feel to it. It makes me feel connected, like I know what’s going on with the chefs of the restaurants I follow.’’
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“I follow
Myers + Chang, and it inspires me to go in,’’ she says. “I enjoy that they tweet about people coming in and what they’ve liked, a local customer or somebody from another restaurant even. It gives a kind of community feel to it. It makes me feel connected, like I know what’s going on with the chefs of the restaurants I follow.’’
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Blog of helios: Gnome - The Curtain Is About To Go Up on 2009-06-19
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I was told once by a third party that the reason Nautilus did not include these simple features was because they did not want to be perceived as copying the KDE guys. I honestly hope that isn't true. If it is, that means the development of the première environment for file management is being fueled by ego.
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Social Desktop Contest | KDE.news on 2009-06-19
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The first features will ship with KDE 4.3
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