Social Media Monitoring And Analytics — Why And How Much?


By David Terrar, CEO, D2C Limited

Marketing just changed. Actually it's been happening over the last 15 years as a result of more than a dozen trends from the rise of Google search, to The Long Tail to consumers getting a voice with User Generated Content (with blogs, forums, wikis, interactive news and Amazon changing the way we buy things forever).

The old world of a few channels and broadcast advertising has given way to a new world of multiple channels and the Internet - anyone can be a publisher and your customer has a voice in a way they never...


...did before. In 1999 The Cluetrain Manifesto told us that "all markets are conversations", and you need to get proactive and join in that conversation because marketing can't simply control the message any more. If you need to catch up on "new marketing" then Cluetrain plus Seth Godin's Meatball Sundae are two good places to start.

This is Social Media. You need to monitor what people are saying about you on Twitter, Facebook, YouTube, Google Plus, their blogs and any forums, review sites or news sources that might be relevant to your target market or user community. You need to find the places your customers or potential clients are hanging out and start to have a dialogue with them. Thankfully you can start by using free tools and a modest investment of your time. Use Google Alerts, Facebook search and Twiiter's advanced search to monitor for your company, brand or key topics.

Tools like SocialMention, Technorati or Alltop can help you track conversations or find where to look for the experts and influencers that you need to engage with. Twitter is an important channel, and you can use tools like; Tweetdeck, HootSuite, Seesmic, CoTweet

To help you both... continued on page two >


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