Clarabridge had the pleasure of participating in 2 very different social media events recently. Today, we attended the NVTC Social Media Committee event], a lively panel made up of experts from Network Solutions, USATODAY.com, Novak Biddle Venture Partners, and Discovery Communications. Yesterday, we had a “booth” at the AMA Social Media: Cracking the Code for Business Marketers virtual tradeshow. Both very different approaches to tackling social media – one involved wearing a tie, the other involved carpal tunnel syndrome.
Some of the key takeaways from the NVTC event were:
- Measure your investment in creating a social media presence. There are numerous ways and tools that can indicate the adoption from your audience.
- Deliver the interaction that your audience wants. Just as you wouldn’t use the same marketing campaign on different audience segments, you have to communicate over social media channels in different ways.
- Treat launching a social media presence like launching a new product or service. Determine ahead of time the appropriate plan to get the most meaningful audience for your brand.
Some of the highlights from the AMA event were:
- High level of interest from a lot of different organizations.
- Traffic was high and the conversations were full of questions around text mining’s role in social media.
- People are starting to understand that listening and engaging with their customers is the first phase of a process that has to end in analysis.
It’s obvious from our involvement at these two events that different organizations are at different points in developing their social media engagement and analysis strategy. I’d like to remind people to review our guide to Social Media Analytics.
