Archive for November, 2011

How can monitoring help you in building a good image on social media?

Written by Edwin Witvoet on . Posted in Brand Monitoring, Jibe Talk, Reputatie, Social Analytics, Social Media

The next important objective of companies participating in our research is to improve or manage their image and reputation on social media. Social media is proving to be a truly innovative channel to improve image by managing customer relationships. This is because it is having high influence on the decision making process and buying behavior. Before purchasing  a product everybody just checks the reviews on social media and asks friends’ recommendation. As well as recommendations, though social media is a good place for complaints. And bad news spread fast.  By monitoring social media you can easily track the cause of the complaints and idetify the issues they refer to. Moreover, customers always appreciate it when their complaints are addressed fast and solved by companies themselves. Usually, it does not matter if you are on social media or not, people are still talking. So, companies that join the conversation are able to provide the most relevant answers and thus manage the issues and their image. If you want to prevent being in one of the many ‘’most hated’’ list, be proactive and monitor conversations around your company or brand.  What exactly to measure and focus on? Sentiment is the metric that can show you the prevailing attitudes of your community at any time. It can also help you check what your current online image is. By tracking the changes in sentiment you can evaluate what is going well and what could go better in your online activities. In the time of economic crisis people are spending much less and are much more careful on what they buy. Having a great website is still very important, but in the current market situation you should not only look good, but  look like you can deliver what you promise. Social media gives the opportunity for that. You can be open and friendly to customers in a direct conversation. You can promote your product/service while discussing and  offering  tips or advice. In this way people will learn more about the positive sides of your company without the forced exposure to advertisements they do not trust. By gaining customers’ trust, you can have an advantage over competitors In the best case you would like many people to be positive about you and to be actively talking about you. But you can do even more.  By determining your true ambassadors and enthusiasts and talking to them, you will be able to get relevant and valuable feedback on your activities. If your fans on social media like you and trust you they will share your content and messages creating buzz around your company or brand. But how many people do you finally reach and who are they? Next week we will focus  on measuring and proving the reach of social media activities. Do you know who reads and reacts on your messages?

What do you need to know about your fans?

Written by Edwin Witvoet on . Posted in Brand Monitoring, Jibe Talk, Reputatie, Social Analytics

Back to our top 5 most important objectives from last week. Hereby, we will focus on the top objective on the list:  Getting more insights in your online community. We approached marketing and communication professionals and asked them: Why is this objective rated so high? Their answer is that it is important to make fans-friends. So, the better you know who they are the easier it will be to talk to them, engage them and build a relationship. Knowing who your influencers are is the most important part. Why are influencers so important?
  • Their opinion is important and sometimes it highly depends on their review if people will like you or buy from you.
  • They are more trusted because they are not paid to speak well about you, but share their own experience.
  • If you are mentioned by these influencers that builds trust in the communities they are in
  • They can give you good tips about product development
  • Establishing a lasting conversation and relationship with them, contributes to your brand/company image
How to identify influencers? Various monitoring and analytic tools can tell you how many followers or fans you have. The more important information, though, is who of them are the most engaged with your company or brand, who are the influencers and ambassadors, how trusted their opinion is and how many people are following them. More sophisticated tools can even tell you who of your fans buy your product/service and how much money they spend on it. This is a lot of data! That is why it is essential to have one tool that summarizes all in a clear and actionable way. Social Brand Builder Reporting