Social monitoring

With an every increasing number of people going online to blog and engage in social networks there is an increasing number of on-line tools  available to enable individuals and organisations to monitor discussion about their brand.

These tools amalgamate results from several sources including technorati and google blog search.

Samepoint

Social Mention

Companies and organisations need to monitor these networks to measure the success of their social media campaigns together with working to minimise the impact of negative conversations about their brand.

You cannot, and should not attempt to, control what is said about your brand in social media, however by being aware of these conversations you can utilise what is said to help drive improvements in your organisation and through reasonable responses aim to mitigate their impact.

Keo Tag

Advertisements

Applications come to Linked In

LinkedIn continues its rapid growth and development with the introduction of LinkedIn applications. Now you can link your LinkedIn profile to your WordPress blog, add a Google Presentation, or work within your profile in a secure collaborative workspace.

This is a welcome addition to LinkeIn, making the service more sticky for users whilst providing you with far more creative ways to promote yourself to perspective employers. There is a danger that some over enthusiastic users could damage their reputations rather than enhance them – though for the rest of us this could be rather entertaining.

Measuring ROI in B2B Social media

The struggle to justify investment of time and money in B2B Social Media is clearly shared by many who can see the opportunities and necessity to engage with potential and current customers within their trusted environments.

A key element of the challenge to persuade those who control the budgets needed to invest in these activities is caused by where responsibility or the drive to utilise this medium is often placed. In many organisations Social Media strategy and projects sit within on-line marketing or technical development. Often those involved in social media are being asked to show how their activities are directly generating leads, let alone the challenge of demonstrating page views of replies someone focusing on social media has posted to other peoples blog posts – and therefore have no visibility of page views. Social Media in a B2B environment does not work in such a simplistic way.

If Social Media activity was driven by PR would the method for measurement be different? Many companies monitor blogs and engage with influential bloggers, is this not what PR teams have done for years with influential journalists?

With a number of bloggers having as many if not more readers than many journalists should more effort be focused on engaging with them? When a press release is issued if it is posted on a microblog and then receives coverage how do you measure who was responsible for what elements of any success?

I am enthused by the amount of chatter about Return On Attention (ROA) and Return on Relationship (ROR) that I hear from Social Media proffesionals and on the internet. Measuring ROI for Social Media should be an evolution of what was used to measure the success of PR together with, where possible; measurements of page, audio or video views, followers or fans, buzz on blogs and microblogs, coverage including links back on other sites and details of the sites that embed your content in theirs where quality is worth far more than quantity.

What is difficult to measure is what will happen to orgaisations that do not engage in Social Media. Those who do not will pay a price when they have to attempt to catch up with those who had the vision early on to invest in Social Media.

The other key consideration is that if you do not invest in social media and utilise it to engage with current and potential customers somebody else may on your behalf. How much could that cost you.

In a rapidly evolving medium, developing Social Media strategies and measuring Social Media is challenging and like the medium itself time consuming, though we have to do and work out what works best for both the engagement and the measurement.

A Twitter conversation about measuring B2B Social Media

When I started writing this post I added to twitter that I was writing it and within seconds was messaged by @briannranca here is the conversation:

@wellbelove attempting to write a blog on Social Media B2B ROI – not the easiest of tasks

@briannranca i personally think all talk of ROI specific to social media should be put on hold. still too early, but what can you do?

@wellbelove I agree, however trying to persuade those with budgets that we should engage in this activty without a ROI model aint happening

@briannranca yeah, unfortunately that’s the world we live in…it’s all about the numbers

I agree with Brian regarding it being too early to agree a measurement for a B2B ROI model for Social Media and those of us championing the opportunities that social media offers organisations to engage with their audience need to discuss more the ‘do nothing’ or ‘do nothing till we have to’ scenarios – and the enormous risks that these involve.

Bringing it all together – Iminta

I recently joined www.iminta.com where I was so early in joining I managed to get the username Christopher!

Iminta helps bring together all your content that you contribute to the internet in one place, so if you have a blog – upload your photographs on photobucket – your video’s to YouTube – your updates to twitter, then this service can bring it all together in one place.

Here’s their description of themselves ‘Based in San Francisco, Iminta was founded in 2007 by Aaron Newton and friends. The service currently synchronizes with content sharing and discovery sites YouTube, Flickr, Digg, del.icio.us, reddit, Yelp, Webshots, Google Reader, last.fm, Twitter, and more. Previously, Aaron created Epitonic.com, one of the Web’s first editorial mp3 download sites. Epitonic was funded by CNET Networks and later sold to Palm Pictures. Aaron then helped CNET Networks launch their highly successful Download.com Music property.’

Iminta is not the first to do this, and will definitely not be the last. I have also created a FriendFeed and Squidoo – but as a politician or business why would you do this?

Setting up these services take a relative small amount of time. If you already have a YouTube, Blog and Twitter then you simply enter the web addresses or URLs of these. Without ever returning to this page again your activities on these websites will automatically be updated. This means that anyone who wants to find out more about you can come to one place – making you more accessible with extremely little effort.

If you are not on services such as YouTube, this does not matter. From the first one you set up sites such as Iminta will help signpost to where you are on-line as you add content to new sites.

Entering the blogosphere

With over 120,000 new blogs created worldwide everyday why on earth would Wellbelove want to enter the blogosphere?

Partially, given that I am increasingly working within the Web 2.0 environment I could hardly continue to advise others on the pros and cons of blogging without experiencing the creation of a blog first hand.

Additionally, I hope to be able to share some useful insights into how businesses and politicians  can make the most of the opportunities the the new age of the internet offers whilst hopefully avoiding some of the pitfulls.

One of the most common pitfall’s that new bloggers fall into is starting enthusiastically, blogging almost everyday, then slowly but surely their blog grinds to a halt despite proud promises of regular updates (even daily) when they first begin. To avoid this pitfall I make no such promises, only that as I come across new and useful information this will be the place that I will share this with you.