Thoughts for Neville re #msm09 panel


Not at the conference, but here are some thoughts for your panel.

1. I haven’t found a single paid-for black box monitoring solution that really helps devise and then run a social media strategy.  They are not real-time enough and they are focused on monitoring digital places rather than digital spaces.

2. You can only take monitoring so far until you reach the point where you have to stop spectating and start participating – start creating the environment you then need to monitor.

3. You don’t need to monitor everything (like we used to monitor media coverage) – its a case of identifying and keeping you eye on the 3 or 4 areas of social media space (i.e. conversations) that are relevant to your business.   Organisations which have lots of customers often think they need to have lots of conversations – they don’t.  Listen to your customers and you will find there are only 4 conversations they want to have with you.

One comment

  1. Ronna Porter

    Hi Richard,

    Report International provides excellent bespoke monitoring and intelligence (on- and off-line) but is out of most organisations price bracket (disclosure: I’ve managed international monitoring programmes using Report International at Oracle, Compaq/HP, and as a consultant for Motorola). I’m convinced that it is this sort of organisation, in partnership with a good online tool, that will make the breakthrough here.


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