Readers, I need your help!
Measure it, prove it, why should I do it? Man...that's all we seem to hear when talking about embracing social media. We are doing a lot of work in the area of capturing brand sentiment online with a friendly family partner. By doing this I finally think we have stopped talking about campaigns and started thinking about conversations
The old world mindset of one-way marketing messages always appears to be our start point in all of this and that's our biggest problem. This suggests we as a community of analysts are yet to come to terms with the fact that the days of control over brand and message are gone, and gone forever.
The effectiveness of monitoring and participating in brand conversation are constantly taking place , however, cannot be measured with the old tools of yesterday's media. I would love to see some studies that show that brands doing social well perform better than their peers...does anyone have that? Email me at steve.simpson@groupm.com
I think by switching on these new datastreams that track conversation we are onto something, but we still havent worked out how to integrate that data into a bigger whole. Anyone want to get involved?
6 comments:
Steve,
we want to be involved!
You are the man - really love your blog. Hope to see you in London maybe first week in September.
Brian Shin
Couldn't agree more Steve. Some buzz monitoring services are doing a good job of measuring positive sentiment. However I find that people too often get caught up in the intellectual debate on accuracy, my point is the one does not use this data for business modelling but to learn and finetune marketing strategy. As an example developing a link between online promoter score and customer satisfaction towards company blogs would be a good metric to track success of a companies social strategies. How about a conference to discuss this in more detail!
Sorry for my bad english. I would like to get updated with you new posts as I love to read your blog. Add me to your mailing list if you have any.
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