Tag Archives: Social Media Monitoring

Social Media: Creating an Early Warning System

Social media can work like an early warning system to alert an organization to an emerging problem; it can also recycle old news and spread misinformation and rumors. In either case, it is important to be prepared with a plan to address negative themes that are being amplified in social media, which can attract broader media coverage, as well as potential damage to the company and brand. Smart companies prepare crisis response protocols as part of their social media strategy or as part of an overall corporate crisis communications plan. A typical crisis plan covers areas such as:

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Salesforce.com Launches Marketing Cloud

Salesforce.com announced the launching of Marketing Cloud, on Wednesday, September 19, during the company’s Dreamforce 2012 event in San Francisco. This should really be called the “Social Marketing Cloud,” as it combines the two recent social acquisitions made by Salesforce.com – Radian6 and Buddy Media – to form a new social marketing software suite. The Marketing Cloud uses the Buddy Media interface for content publishing and the Radian6 tool for monitoring and measurement. How can this combined solution benefit b-to-b organizations?

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Social Strategy: What’s Your Policy?

We’ve gotten many questions lately about what types of documents are required to support a social strategy. What I typically see, at first, is a single, lengthy social strategy document that tries to cover as much ground as possible. Over the course of our work and review process, this is broken down into the following three types of working documents, each with a clear intention, target audience and unique set of inputs and components.

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Social Media Monitoring Isn’t Dead, It Just Smells Funny

We’ve long advocated that monitoring and listening to social channels is the foundation of any social media strategy. Without at least a minimum understanding of how your customers, prospects, competitors and influencers use social media – and the sites they frequent – you’re at a definite disadvantage. With the availability of many free or low-cost monitoring tools, there is really no excuse not to employ some type of monitoring solution internally, even if you rely on an agency for listening. I guarantee that most of your competitors are doing social listening, regardless of how conservative or regulated you may believe your market to be. But social media monitoring alone will do little beyond give you a lot of data that still requires some level of effort to uncover the gems within. A social media monitoring tool may provide some structure and dashboards for this data, but does it provide analysis and insight to raise your level of social intelligence?

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Oracle Acquires Collective Intellect

On June 5, Oracle announced its intent to purchase social media intelligence vendor Collective Intellect. Terms of the acquisition were not released. Along with the other vendors in its space, Collective Intellect resides on the more analytical end of the social intelligence market. Over the last 18 months, these social monitoring vendors have evolved from their brand reporting roots (relying on reach, sentiment, share of voice) to focus more on delivering analytics and insights based on social activity.

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The Rise of Online Video Marketing for B2B

Video marketing is gaining prominence in the B2B world, fueled by the growth in size and scope of social media outlets and mobile technology. While viral marketing has been leveraged ...

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Global Social Media Considerations

Social media usage is up across the globe (particularly in Asia) as more individuals leverage social sites and tools for their jobs each day; according to our research, that includes ...

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Why Product Managers Should Care About Twitter

Social media has gotten a lot of play in the last few years as the hot new marketing channel for creating awareness and generating demand. While much of the press ...

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Google+: Something New or Me Too?

There are a lot of reasons to be interested in the Google+ social networking service right now. It’s new, cool, private, in beta (translation: like a cute little Google toddler!), ...

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Welcome to the New World of B2B Influencers

Most AR functions recognize that the realm of individuals that influence their buyers has expanded beyond traditional analysts and journalists. We’ve identified four classes of influencers that organizations need to ...

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