Tons of information from Brian Solis. First we’ll start with some tools for keeping up. See conversationprism.com, but Brian tackles the concept of conversations and how to monitor them for engagement and/or monetization.
This is the second segment of his talk at Affiliate Summit East.
Create a benchmark of social media impact
Look at keyword for you, brand, and your competitor
Document you vs competitor
Do every 6 months at least
Volume
- Frequency of search terms
- Reach: retweets, etc.
- Sentiment: have to do manually, read each and flag the most informative:
- helps you improve, revise
- Perception
- Share of voice: how many times are you mentioned vs. competition
- Response candidacy and ownership
- sCRM
- Trends
- Ideation
- Adaptation
- Unmarketing
Create a linked map of people who influence a particular company, competition or the market
Tweets, link backs, mentions of other people
who are the –> KEY INFLUENCERS
Click and see who they are and what relationship they have with the other person
It’s not about influencing the network, but through particular influencers
Someone needs to own Social Media: Chief Social Officer
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