Comments on: The Five Biggest Challenges for Social Media Monitoring on Twitter http://brandsavant.com/the-five-biggest-challenges-for-social-media-monitoring-on-twitter/ Gaining Insight From Social Media Data Fri, 18 May 2012 11:13:00 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: 1day1brand http://brandsavant.com/the-five-biggest-challenges-for-social-media-monitoring-on-twitter/comment-page-1/#comment-175 1day1brand Mon, 23 Nov 2009 15:41:16 +0000 http://brandsavant.com/?p=255#comment-175 Violently agree. I've looked at a few "Twitter Sentiment" applications and they are ripe for abuse. I also like what Lauren has to say. -- Axle Davids @1day1brand Violently agree. I’ve looked at a few “Twitter Sentiment” applications and they are ripe for abuse. I also like what Lauren has to say.

– Axle Davids
@1day1brand

]]> By: Lauren Vargas http://brandsavant.com/the-five-biggest-challenges-for-social-media-monitoring-on-twitter/comment-page-1/#comment-171 Lauren Vargas Tue, 17 Nov 2009 16:30:33 +0000 http://brandsavant.com/?p=255#comment-171 Tom, Valid observations questioning scalability one should keep in mind when getting started in the social media space. However, while the points you make essential to answer in the planning, resource and measurement stages of social media program, it is important to note this mass way of thinking defies social media. Social media monitoring is not meant to replace current market research, but to enhance findings or propose new ways of thought and lingo. Social media is not an avenue to reach the masses, but to listen and engage with the end goal of building long term relationships. Priceless over the long haul. Lauren Vargas Community Manager at Radian6 @VargasL Tom,

Valid observations questioning scalability one should keep in mind when getting started in the social media space. However, while the points you make essential to answer in the planning, resource and measurement stages of social media program, it is important to note this mass way of thinking defies social media. Social media monitoring is not meant to replace current market research, but to enhance findings or propose new ways of thought and lingo. Social media is not an avenue to reach the masses, but to listen and engage with the end goal of building long term relationships. Priceless over the long haul.

Lauren Vargas
Community Manager at Radian6
@VargasL

]]> By: Joseph Fiore http://brandsavant.com/the-five-biggest-challenges-for-social-media-monitoring-on-twitter/comment-page-1/#comment-169 Joseph Fiore Fri, 13 Nov 2009 15:14:16 +0000 http://brandsavant.com/?p=255#comment-169 Your points are well reasoned and logical - thanks for advancing this discussion. I don't have much to add to the challenges, but did want to share a few topical points and observations which I thought might be worth sharing. I'll jump first to point 5 - this idea of tracking the feedback cycle is a valid one, and I agree that it might be one of the facets of social media monitoring that is the most challenging and won't be as easy to reconcile. This will become even more complex if the trend of micro-blogging and the success of status updates via Twitter and Facebook are an early indication of a social Web that will someday be replete with shorter/faster communication, leaving much to be desired in terms of tracking mentions and conversation absent of context and meaning. However if this notion of taking the web-based evidence at face value continues to persist, we might well be seeing the beginning of a reputation management future where the social Web is inundated with so many human transactions and experiences that the negative incident ratio of a company or brand becomes less important in informing consumer choices. If you follow this point to the path of logical conclusion, I think the real test for brands looking to use SM as an edge in the future would be to address customer service in a way that isn't entirely based on streamlining the human resource effort, but rather one which casts aside this idea of using SM channels to further perpetuate the "callous droid" customer service problem that may already exist. If SM is the new dialtone, then brands need to leverage SM as a means to add a human touch point that forges human relationships and one that carefully balances "listening" as a vital part of their outreach and engagement efforts. In a roundabout way, how these two points play out will have a huge impact on the way social media monitoring evolves. My hunch is that brands who do all the right things (i.e. listening/monitoring/engagement) and demonstrate to Web audiences they are in it for the long haul are the ones that will outperform the rest. Joseph @RepuTrack Your points are well reasoned and logical – thanks for advancing this discussion.

I don’t have much to add to the challenges, but did want to share a few topical points and observations which I thought might be worth sharing. I’ll jump first to point 5 – this idea of tracking the feedback cycle is a valid one, and I agree that it might be one of the facets of social media monitoring that is the most challenging and won’t be as easy to reconcile. This will become even more complex if the trend of micro-blogging and the success of status updates via Twitter and Facebook are an early indication of a social Web that will someday be replete with shorter/faster communication, leaving much to be desired in terms of tracking mentions and conversation absent of context and meaning.

However if this notion of taking the web-based evidence at face value continues to persist, we might well be seeing the beginning of a reputation management future where the social Web is inundated with so many human transactions and experiences that the negative incident ratio of a company or brand becomes less important in informing consumer choices.

If you follow this point to the path of logical conclusion, I think the real test for brands looking to use SM as an edge in the future would be to address customer service in a way that isn’t entirely based on streamlining the human resource effort, but rather one which casts aside this idea of using SM channels to further perpetuate the “callous droid” customer service problem that may already exist. If SM is the new dialtone, then brands need to leverage SM as a means to add a human touch point that forges human relationships and one that carefully balances “listening” as a vital part of their outreach and engagement efforts.

In a roundabout way, how these two points play out will have a huge impact on the way social media monitoring evolves. My hunch is that brands who do all the right things (i.e. listening/monitoring/engagement) and demonstrate to Web audiences they are in it for the long haul are the ones that will outperform the rest.

Joseph
@RepuTrack

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