Comments on: Is Social Media Monitoring Worth The Trouble? http://brandsavant.com/is-social-media-monitoring-worth-the-trouble/ Gaining Insight From Social Media Data Thu, 09 Feb 2012 17:40:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Joe Buhler http://brandsavant.com/is-social-media-monitoring-worth-the-trouble/comment-page-1/#comment-845 Joe Buhler Tue, 03 Aug 2010 22:59:25 +0000 http://brandsavant.com/?p=597#comment-845 Excellent contribution to a rational conversation about the social web and how it affects people and in turn business. To me it seems the need for following the conversation about a brand is as necessary for an organization as it was - and often still is - to conduct research into what customers, and non-customers think about it. This used to be a rather expensive and time consuming process with focus groups and studies etc. In today's connected world of the social web a lot of valuable insight can be gleaned by using monitoring tools that can be deployed on a constant basis. I agree that to make this collected data even more valuable it is actually a good thing for more people to be involved in the ongoing conversation, as opposed to only the geekerati and early adopters. We're still in the early stages of all this and more organizations will no doubt become adept at following the conversation and make decisions based on it that will ultimately improve their performance and in turn bottom line. Excellent contribution to a rational conversation about the social web and how it affects people and in turn business. To me it seems the need for following the conversation about a brand is as necessary for an organization as it was – and often still is – to conduct research into what customers, and non-customers think about it. This used to be a rather expensive and time consuming process with focus groups and studies etc. In today’s connected world of the social web a lot of valuable insight can be gleaned by using monitoring tools that can be deployed on a constant basis. I agree that to make this collected data even more valuable it is actually a good thing for more people to be involved in the ongoing conversation, as opposed to only the geekerati and early adopters.
We’re still in the early stages of all this and more organizations will no doubt become adept at following the conversation and make decisions based on it that will ultimately improve their performance and in turn bottom line.

]]> By: Lyena Solomon http://brandsavant.com/is-social-media-monitoring-worth-the-trouble/comment-page-1/#comment-772 Lyena Solomon Thu, 15 Jul 2010 19:59:25 +0000 http://brandsavant.com/?p=597#comment-772 For big businesses monitoring social media could be quite expensive and time-consuming. However, by demonstrating that they care, they improve brand trust, relationships with customers, word of mouth and drive referrals. All that will ultimately increase revenue. I made a comment on Twitter about my Firefox crashing. Got a message from Firefox folks. I already like Firefox, use it all the time and promote it. Now I like it a little more and will promote it a little more. Because my silly comment seemed serious enough for Firefox social media team to care and respond. For small businesses, monitoring social media is a gold mine. Instead of spending money on user surveys, you can spend a month on social media with clear goals and you'll get incredible insights on what you can do better, what your potential customers really want, what your competition is not doing, etc. The critical word here is "focus". Everybody knows, you can drown in data. Set of with a goal - you will know what to measure and monitor. The following month, set a different goal, monitor and measure something else. Eventually, you'll achieve perfection. @lyena For big businesses monitoring social media could be quite expensive and time-consuming. However, by demonstrating that they care, they improve brand trust, relationships with customers, word of mouth and drive referrals. All that will ultimately increase revenue.

I made a comment on Twitter about my Firefox crashing. Got a message from Firefox folks. I already like Firefox, use it all the time and promote it. Now I like it a little more and will promote it a little more. Because my silly comment seemed serious enough for Firefox social media team to care and respond.

For small businesses, monitoring social media is a gold mine. Instead of spending money on user surveys, you can spend a month on social media with clear goals and you’ll get incredible insights on what you can do better, what your potential customers really want, what your competition is not doing, etc.

The critical word here is “focus”. Everybody knows, you can drown in data. Set of with a goal – you will know what to measure and monitor. The following month, set a different goal, monitor and measure something else. Eventually, you’ll achieve perfection.

@lyena

]]> By: Allie Osmar http://brandsavant.com/is-social-media-monitoring-worth-the-trouble/comment-page-1/#comment-765 Allie Osmar Wed, 14 Jul 2010 21:48:26 +0000 http://brandsavant.com/?p=597#comment-765 I'm glad you mentioned sampling. I work with a few brands that see 50,000+ posts per month and, to your point, sampling is the only way to get a true handle on all of those conversations. It's that and selective listening - figuring out what potential issues/keywords to focus on and watching overall trends for any unexpected events. I’m glad you mentioned sampling. I work with a few brands that see 50,000+ posts per month and, to your point, sampling is the only way to get a true handle on all of those conversations. It’s that and selective listening – figuring out what potential issues/keywords to focus on and watching overall trends for any unexpected events.

]]> By: Tom Webster http://brandsavant.com/is-social-media-monitoring-worth-the-trouble/comment-page-1/#comment-762 Tom Webster Wed, 14 Jul 2010 17:03:42 +0000 http://brandsavant.com/?p=597#comment-762 Rant away, Mark. My <del datetime="2010-07-14T16:48:33+00:00">8 million Twitter followers</del> Mother won't mind. Rant away, Mark. My 8 million Twitter followers Mother won’t mind.

]]> By: Tom Webster http://brandsavant.com/is-social-media-monitoring-worth-the-trouble/comment-page-1/#comment-761 Tom Webster Wed, 14 Jul 2010 17:02:34 +0000 http://brandsavant.com/?p=597#comment-761 BP is kind of an extinction-level event, though--I wonder what social media monitoring could even do for them at this point. What would make for an interesting study for a reputation-management expert like you, Andy, would be the delta between the damage caused to companies like Toyota and BP by traditional media alone, and the additional, non-redundant reputation damage realized through negative social media mentions. The greater that delta, the greater the need, I suppose. BP is kind of an extinction-level event, though–I wonder what social media monitoring could even do for them at this point. What would make for an interesting study for a reputation-management expert like you, Andy, would be the delta between the damage caused to companies like Toyota and BP by traditional media alone, and the additional, non-redundant reputation damage realized through negative social media mentions. The greater that delta, the greater the need, I suppose.

]]> By: Mark Moreno http://brandsavant.com/is-social-media-monitoring-worth-the-trouble/comment-page-1/#comment-760 Mark Moreno Wed, 14 Jul 2010 16:45:51 +0000 http://brandsavant.com/?p=597#comment-760 I am not a social media expert so I am offering my opinion or as I like to say my "pebble in the pond" or in this case "pebble in the ocean". My point is that I am not commenting to create a "ripple" or gain 8 million followers on my Twitter. Having said that here is my feather on the scale: No one really knows exactly what social media is or exactly what it does but there seems to be no shortage of people telling us how it will or will not change the world. It is however changing the way that consumers interact with each other and what they say to each others about products, services, brands, etc. is important, especially to them (the consumer). Attempting to use a ton of subjective comments, "likes" "dislikes" etc. is probably futile, I think. What is important is "sentiment", gauging consumer sentiment towards a brand is incredibly important. Throw out all of the "dot'com dot.bomb" metrics they are in my opinion not relevant anywhere outside of the boardroom of many companies. There seems to be an endless array of people and services that claim that everything about consumers has to be graphed, metriced, and touted as the reason for being. Brands need to engage their consumers and they have to listen to them. As for "Social Media Monitoring" it is an abused and over abused "buzzterm". As for listening brands do need a way to gauge sentiment and acknowledge their customers. They cannot send a tweet or message to everyone comment everytime. If they are not responding to someone they are missing one of the biggest benefits of social media. Brands need to take their customers temperature and a sentiment capture device is a great enabler. Thank you for letting me rant, don't hate me, hate the game! I am not a social media expert so I am offering my opinion or as I like to say my “pebble in the pond” or in this case “pebble in the ocean”. My point is that I am not commenting to create a “ripple” or gain 8 million followers on my Twitter. Having said that here is my feather on the scale:

No one really knows exactly what social media is or exactly what it does but there seems to be no shortage of people telling us how it will or will not change the world. It is however changing the way that consumers interact with each other and what they say to each others about products, services, brands, etc. is important, especially to them (the consumer).

Attempting to use a ton of subjective comments, “likes” “dislikes” etc. is probably futile, I think. What is important is “sentiment”, gauging consumer sentiment towards a brand is incredibly important. Throw out all of the “dot’com dot.bomb” metrics they are in my opinion not relevant anywhere outside of the boardroom of many companies. There seems to be an endless array of people and services that claim that everything about consumers has to be graphed, metriced, and touted as the reason for being.

Brands need to engage their consumers and they have to listen to them. As for “Social Media Monitoring” it is an abused and over abused “buzzterm”. As for listening brands do need a way to gauge sentiment and acknowledge their customers. They cannot send a tweet or message to everyone comment everytime. If they are not responding to someone they are missing one of the biggest benefits of social media. Brands need to take their customers temperature and a sentiment capture device is a great enabler.

Thank you for letting me rant, don’t hate me, hate the game!

]]> By: Andy Beal http://brandsavant.com/is-social-media-monitoring-worth-the-trouble/comment-page-1/#comment-759 Andy Beal Wed, 14 Jul 2010 16:28:58 +0000 http://brandsavant.com/?p=597#comment-759 Thanks for a more balanced approach to the Econsultancy post. I think that social media monitoring should be looked at based on the conversations going on about your company. If you're a dairy farmer, then you probably don't even need Google Alerts. If you're Toyota or BP, then you need social media monitoring more than you know it! ;-) Andy Thanks for a more balanced approach to the Econsultancy post.

I think that social media monitoring should be looked at based on the conversations going on about your company. If you’re a dairy farmer, then you probably don’t even need Google Alerts. If you’re Toyota or BP, then you need social media monitoring more than you know it! ;-)

Andy

]]> By: Tweets that mention Is Social Media Monitoring Worth The Trouble? | BrandSavant -- Topsy.com http://brandsavant.com/is-social-media-monitoring-worth-the-trouble/comment-page-1/#comment-758 Tweets that mention Is Social Media Monitoring Worth The Trouble? | BrandSavant -- Topsy.com Wed, 14 Jul 2010 16:09:43 +0000 http://brandsavant.com/?p=597#comment-758 [...] This post was mentioned on Twitter by Tom Webster. Tom Webster said: NEW on BrandSavant: Is Social Media Monitoring Worth The Trouble? http://ar.gy/033 [...] [...] This post was mentioned on Twitter by Tom Webster. Tom Webster said: NEW on BrandSavant: Is Social Media Monitoring Worth The Trouble? http://ar.gy/033 [...]

]]> By: Erroin Martin http://brandsavant.com/is-social-media-monitoring-worth-the-trouble/comment-page-1/#comment-757 Erroin Martin Wed, 14 Jul 2010 15:38:45 +0000 http://brandsavant.com/?p=597#comment-757 Tom, I agree with you that a business cannot monitor everything or respond to everything as well. It is the latter that companies look at when it comes to managing their brand presence on social media. Hence the firefighting approach. Truly insightful companies will monitor areas of interest to their campaigns and overall strategy. They will look to lead the conversation directly or indirectly by creating brand personas in the different social media platforms. This will attract participants in the conversation and make monitoring less onerous. Great post! @Erroin Tom,

I agree with you that a business cannot monitor everything or respond to everything as well. It is the latter that companies look at when it comes to managing their brand presence on social media. Hence the firefighting approach.

Truly insightful companies will monitor areas of interest to their campaigns and overall strategy. They will look to lead the conversation directly or indirectly by creating brand personas in the different social media platforms. This will attract participants in the conversation and make monitoring less onerous.

Great post!

@Erroin

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