5 Key Considerations to Maximizing Your Data THERE’S SOCIAL MEDIA MONITORING, AND THEN THERE’S SOCIAL MEDIA MAXIMIZATION. 1
Mar 09, 2016
5 Key Considerations to Maximizing Your Data
THERE’S SOCIAL MEDIA
MONITORING, AND THEN
THERE’S SOCIAL MEDIA
MAXIMIZATION.
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Nestled inside of social interactions, comments or mentions in the social
web, is valuable information which can help drive improvements and
innovation in your department across your enterprise.
From complaints to glowing testimonials, the messages about your products
or services can be as insightful as a marketing research survey –
perhaps even more so.
The Possibilities are Limitless.
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For example, did you recently endure a product recall? Launch a
campaign to drive brand awareness in Europe? Bring to market a new
cap on your most popular toothpaste product? Or perhaps you’re
searching for opportunities in the competitive landscape?
You can capture insights which provide insight into departmental
objectives and initiatives across your enterprise, driving innovation,
improvement and proving the value of social media engagement.
Think About It.
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The single most powerful way to prove the benefit that social
media engagement brings to our businesses is through advanced
analysis and reporting.
The insight garnered from these capabilities can literally
propel our businesses forward.
The Key Ingredient
Read This First…5
If you are on the hunt for a comprehensive
social media management tool, here are
some factors to consider when
making your selection.
1. How many users are supported by the solution?
Consider your
present-day
and future
social strategy
in your decision
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If a solution has a limit on reporting users, or the vendor charges out
the nose for reporting users across your company, the opportunity for
the entire enterprise to leverage data which drives improvement is
diminished.
Consider your overall social strategy both present-day and future –
does it or will it involve leveraging insights from social conversations to
impact decisions and direction enterprise-wide? If only one or a
handful of people are able to access the reports in the social business
solution, how will that impact their workload and time? How will it limit
you from getting the information needed in a timely manner?
2. How agile are the reporting capabilities?
Can you create customizable
dashboards? You’ll benefit
most from dashboards that
allow you to view reports
with the exact information
you need, when you need it.
Regardless of where you are within an enterprise –
Marketing, Customer Service, Product Management,
Executive Wing or elsewhere – you’ll benefit most from
dashboards that allow you to view reports with the
exact information you need, when you need it, versus a
one-size-fits-all dashboard that everyone sees.
Built-in reports are great, but capabilities that allow
filtering by user-chosen criteria and on-demand
reporting saves a tremendous amount of time and
provides more valuable insight.
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3. How comprehensive is the monitoring capability, and how
does it “expand”?
Without a monitoring tool
that learns and understands
your brand associations,
you’ll miss out on incredibly
valuable data.
Basic monitoring identifies social conversations
based strictly on keywords. If you plug in the
keyword “yellow,” you’ll receive an aggregation
of conversations which contain the word
“yellow.”
But what about the conversations that reference
the color yellow, but refer to shades such as
“mustard,” “canary,” or “lemon?” Those are
relevant conversations and likely provide
insights into how people feel about those colors
in comparison with each other.
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4. Which types of reports and insights are available?
Look for solutions with the ability
to analyze conversation trends,
geography, influencers,
competitive intelligence and
advanced sentiment.
When we monitor and collect the thousands or millions of conversations taking place in the social web about our brands, we want to be able to understand what it means within a number of contexts.
Look for solutions with the ability to analyze conversation trends, geography, influencers, competitive intelligence and advanced sentiment. These insights become the driving force behind true improvement and innovation for your company, further proving the ROI of social engagement.
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5. How does it tackle the issue of sentiment and intent?
Being able to identify trends in
conversations which indicate
particular feelings about
specific products and services
helps companies identify issues
quickly and determine what
action to take.
Historically, monitoring tools offer indications of positive, negative or neutral sentiment. While it can be helpful to get a general idea of whether consumers are loving or
hating your brand, it provides little additional insight.
Advanced sentiment analysis capabilities, on the other hand, can help companies understand in greater detail
whether consumers are appreciative, affectionate, disdainful or otherwise – and, can identify trends in
conversations which indicate particular feelings about specific products and services.
This capability helps companies identify issues quickly and determine what action to take.
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Propelling Forward
Getting the most out of social media is key in continuing to
build the case for social media, and in capturing the voice
of the customer and driving innovation.
Monitoring and responding to social conversations is
incredibly valuable and worthwhile, but your ability to
understand and act upon social insights takes your business
to the next level.
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