Skip to main content

The Real Social Media Monitoring Challenge

 
eMarketer reports that online monitoring of commentary about your brand or product is vitally important. Even if a company isn't involved in social media activities, customers almost definitely are and sometimes their conversations can end up in the news media.

According to a survey of business technology professionals by InformationWeek Analytics, most companies are relying on the proven low-tech solutions to the social media monitoring challenge.

Note: for those marketers who need some guidance, I maintain a list of free social media tools.

Why the DIY Monitoring Approach is Preferred
Most companies are using basic tools, such as Google Alerts, to monitor online discussions. Outsourcing the task or using a dedicated application for the purpose was relatively uncommon. This is not surprising, since the free tools are easy to use and they're also effective.

That said, the typical survey respondent approach to dealing with online engagement suggested many were not ready for potential negative commentary on social sites.

About a third of companies had a formal process for posting announcements to social networks, and more than a quarter had a plan for dealing with employee postings deemed inappropriate. No doubt, these are the typical "what not to do" policy documents that are now commonplace.

But many were unready for the comments by their public stakeholders. Just 21 percent had a process for responding to complaints on eCommerce sites, and even fewer knew how to respond to commentary problems on Facebook or Twitter.

Overcoming the Social Media Bystander Phenomenon
More than two in five survey respondents had no processes in place for any social media content that might turn up in a monitoring program. Again, that's not surprising, since the punitive wording used in most social media policy documents leaves employees with the impression that doing nothing is preferred.

eMarketer believes that while negative buzz can be a headache for marketers, social media also offers an opportunity to be responsive to customers, demonstrate good customer service, and even improve products or services -- based on legitimate complaints and suggestions.

But how can employees do that if they're afraid to engage online?

Clearly, the lack of a plan for responding to comments leaves marketers vulnerable. If a bad customer experience spreads unchecked, then the marketing leadership is responsible. Therefore, the real social media challenge is enabling employees to actively engage -- and thereby do something meaningful and deliberate with the monitoring results.

Popular posts from this blog

Industrial Cloud Computing Apps Gain Momentum

In the manufacturing industry, cloud computing can help leaders improve their production efficiency by providing them with real-time data about their operations. This has gained the attention of the C-suite. Total forecast Industrial Cloud platform revenue in manufacturing will surpass $300 billion by 2033 with a CAGR of 22.57 percent, driven by solution providers enhancing platform interoperability while expanding partner ecosystems for application development. ABI Research found the cloud computing manufacturing market will grow over the next decade due to the adoption of new architectural frameworks that enhance data extraction and interoperability for manufacturers looking to maximize utility from their data. Industrial Cloud Computing Market Development "Historically, manufacturers have built out their infrastructure to include expensive data housing in the form of on-premises servers. The large initial upfront cost of purchasing, setting up, and maintaining these servers is

Credit Scoring Service Spending will Reach $44B

Credit scoring is a method that lenders use to predict the probability a borrower or counter-party will default on loans, or incur additional charges for repayment -- also known as measuring credit worthiness. The method is a key tool in making credit affordable for individuals and businesses. It links credit products to risk potential, connecting borrowers to secondary capital markets and increasing the amount of funds available. This securing process establishes risk predictability dependent on a number of factors, determined by financial indicators and other publicly available information reported by the credit bureaus. Credit Score Market Development According to the latest worldwide market study by Juniper Research, they now forecast credit scoring services will grow by 67 percent to $44 billion by 2028. Juniper anticipates that emerging markets will experience the greatest growth -- projecting the African & Middle Eastern region to grow by 117 percent over the forecast period

Demand for Quantum Computing as a Service

The enterprise demand for quantum computing is still in its early stages, growing slowly. As the technology becomes more usable, we may see demand evolve beyond scientific applications. The global quantum computing market is forecast to grow from $1.1 billion in 2022 to $7.6 billion in 2027, according to the latest worldwide market study by International Data Corporation (IDC). That's a five-year compound annual growth rate (CAGR) of 48.1 percent. The forecast includes base Quantum Computing as a Service, as well as enabling and adjacent Quantum Computing as a Service. However, this updated forecast is considerably lower than IDC's previous quantum computing forecast, which was published in 2021, due to lower demand globally. Quantum Computing Market Development In the interim, customer spend for quantum computing has been negatively impacted by several factors, including: slower than expected advances in quantum hardware development, which have delayed potential return on inve