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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