Between an in-person audience of over 300 people, and 8,700 unique viewers on Ustream, yesterday’s second-annual #TVnext summit caused a stir in the social sphere- and our consumer insights team was busy tracking the conversations happening throughout the day.
Real-Time Social Listening: Top-line Results
Ok, so you have a great social media strategy in place, now what? Social Media Monitoring (SMM).
As important as social media strategy is for your business, once you have built all of your social media profiles and are engaging other people online regularly, it is equally important to MONITOR the effectiveness of social media for your business. You need to keep your finger on the pulse and have as much control as possible over the flow of your business success so that it will be extremely easy to identify what is working and what is not working.
Oneforty recently surveyed 150 social media professionals to learn about their thoughts around social media monitoring. The survey labeled “All About Social Monitoring Tools” resulted in an informative infographic that can serve as a great thought starter on social media monitoring for your brand.
Time Magazine recently posted the 140 Best Twitter Feeds. The list is comprised of all the influencers leading and shaping the conversations around the world. They broke up the list into popular categories, one of which is companies. So did your brand make the list?
Twitter has become a critical part of marketing strategy for the largest brands on this planet. It comes down to this – write a good enough one liner tweet and you’ll get the followers who will soon convert into customers. Much easier said than done given a tweet needs to be 140 characters or less. The main point is to make short impactful brand impressions over time. Posting strategy is clearly critical. It will define tweeting success for you and your brand, so invest in it to make tweeting worthwhile – perhaps next year we will see you on the list!
When I first heard about About.me, a relatively new website that functions as a personal, interactive calling card of sorts, I imagine I had the same reaction as a lot of folks:
That’s nice, but honestly, I don’t need one more “online thing” to manage.
Over 1/3 of new Fall TV shows get cancelled each year. We wanted to assess how Twitter sentiment (via Radian6) correlates with TV ratings (via Nielsen) so we brought together a few members of our Broadcast Network + Digital Strategy teams.
Here’s our 10 minute video analyzing the data and predicting which shows might be next on the cancellation list:
There is great tension when it comes to proving the value of social media in the context of business and communication goals. While “social media monitoring” has certainly graduated beyond a buzzword, there is still no single out-of-the-box service available to perform the task. No matter the platform or tool, there’s a huge human element required to truly determine the context and sentiment of a conversation. For us, social media monitoring and analysis is a crucial component of our clients’ marketing programs.
(It’s so crucial, that for some of our clients, we do a complete social footprint analysis twice a week all year long.)
We have recently built a social network – a community for sharing stories and support – for a CPG client. Our client had no ROI expectations and no comparable past experience. This was a completely new tactic, in a new medium, targeted at unquantified attitudinal goals. How would you benchmark this kind of activity?
Advertisers often struggle over what benchmarks to use or whether benchmarks are even relevant. Here’s what we did to provide accountability and justify the expenditure.
