Moving from social hearing to social listening

Everyone says it, and yet few social media marketers seem to take their own advice to heart.  “It all starts with listening,” they say.  And everyone nods their heads in agreement.  But how many follow through? In a micro-second world where focus and attention is often marginally greater than a cursory study, it seems to make sense that professionals deep more...

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Why companies with big ticket items need to pay attention to LinkedIn

After spending the last few weeks telling brands and start-ups to consider LinkedIn as a marketing opportunity, I thought it could be helpful to post some of the hard numbers that make this a compelling channel and social network to sell higher-end products and services. While many Global 1000 marketing departments currently have a reasonably mature Facebook and more...

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Business Intelligence Tools to Understand External Online Data

If there's all this great information in big data, why do we have such a hard time getting to the part with the deep business insights? One issue is related to getting a better handle on influence.  But it's also about structuring and tagging data in a way that allows you to see connections not only between people, but also concepts, companies and innovation.  For a more...

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Can we unlock insights in big data using influence?

For the last couple posts, I have focused a lot of energy into trying to illustrate the power of influence on engagement strategies.  With so many voices contributing content, how can we focus on the conversations which are going to impact our brands to the greatest degree?  By knowing who is influential, we can ensure that we are paying the most attention to the more...

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What happens when everyone is talking?

Over the last five years, the level of conversation on the larger social networks has increased exponentially, and when you  combine it with all of the other user-generated channels, that's a lot of content being created on a daily basis.  But what does that mean to the quality of insights that can derived from the larger conversation ?  Is there more noise on a more...

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Calibrate your crystal ball of social listening

Having a listening solution that works "out-of-the-box" maybe be a bit of an illusion given the high expectations of deep social insight, however we are seeing many clients who are buying social media monitoring only to be frustrated that these tools don't work as advertised.  The problem is not that these tools don't work, but rather we were all really hoping for more...

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Influence: A measure of reach or relevance?

As influence becomes a coveted metric among those who measure and analyze social media data, many are beginning to segment content creators into one of two groups: those with influence and those without.  But considering that our ability to measure influence with true precision is still relatively limited, this may not really be the most effective to way to think more...

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Conversations that influence

With the ever increasing volume of data flowing through the blogosphere, we constantly hear from clients about the challenges of sorting through conversations that will have an impact on their interest graph and those that are just casually commenting about a topic or brand.  In other words, can we isolate only those conversations and individuals that will influence a more...

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Building change management into social media initiatives

Many of our clients initially consider two things around social media strategies: the technology and the measurement metrics.  But as we continue to move towards a more structured approach to social, there is another aspect of strategy that we should think more about: change management.  There's an interesting passage in Sandy Carter's new book, Get Bold, that more...

Mind the top of the funnel, please

Social media can help to make communication frictionless.  But what does that mean when we talk about its role helping a brand.  All too often, we forget that a brand should be using social media to drive business objectives.  Just because we like having conversations on Facebook or Twitter with our friends, it should not direct an organization to spend the bulk of more...

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