Social media monitoring

Social Media is at a busy messy stage.  It offers great potential, but also great complexity and confusion.  In order to demonstrate the benefits from a well designed social media campaign, an in-depth analysis and monitoring program has become a key success element.  Most of the action in social media is around other people’s comments, and the power lies in getting these people to talk you up, not in simply using the internet and social media communities as another channel for the same content and publications.  You need to find the discussions and engage if you want to win, and there are some great tools out there, but this one from Perspctv is so simple.  These can be put together quickly and provide a decent snap shot of the baseline that a campaign starts from.  At present its a beta with a few wrinkles, but the reporting content and graphical result is on target.

A more basic version of this type of reporting (but currently more robust) is offered by Google trends (click on graph to see full version).

The additional level in investment of time in monitoring the “buzz” on social media platforms is well worth it.  Increasingly there is a need to prove an ROI and alignment with objectives.  Results like these may be the start of mainstream corporate understanding and acceptance of this powerful marketing and communication medium.

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