So this panel ended up being about analytics and social media. Basically, how the hell do you measure a brand in the social media arena and what do you measure? Here’s the gist I got:
• There are lots of measurement tools, none of them vey good.
• Companies aren’t scaling fast enough to deal with social media. And the tools to help them manage the problem aren’t there yet.
• Social media is especially for b2b because there are less venues to advertise in, there’s more discussion among customers about your product/category, and there are less customers for you to cultivate.
• It seems that the sentiment of what is said is way more important than the amount that is said.
• Social media is the real survey of your company/brand/product. Traditional surveys make you check boxes for predetermined questions and answers. Social media is unfiltered feedback. Car companies ask, “Do you like or dislike red cars.” Consumers say, “Your car drives like crap no matter what color it is.” Best thing I heard, “How do you sell social media to clients?” With the analytics you can get with the tools we have now. Show them the numbers because that’s something they understand. Also, show them their brand is involved in social media already whether they’re an active part of it or not.
• There are lots of measurement tools, none of them vey good.
• Companies aren’t scaling fast enough to deal with social media. And the tools to help them manage the problem aren’t there yet.
• Social media is especially for b2b because there are less venues to advertise in, there’s more discussion among customers about your product/category, and there are less customers for you to cultivate.
• It seems that the sentiment of what is said is way more important than the amount that is said.
• Social media is the real survey of your company/brand/product. Traditional surveys make you check boxes for predetermined questions and answers. Social media is unfiltered feedback. Car companies ask, “Do you like or dislike red cars.” Consumers say, “Your car drives like crap no matter what color it is.” Best thing I heard, “How do you sell social media to clients?” With the analytics you can get with the tools we have now. Show them the numbers because that’s something they understand. Also, show them their brand is involved in social media already whether they’re an active part of it or not.
