New Report, New Service Offerings for Social Data

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Late last year, I started wondering about social media command centers. Salesforce had launched one, as had Brandwatch, but I wondered: were they really still relevant? Were companies investing in command center deployments, or had interest subsided since their heyday in 2010? I started talking to clients and vendors to take a pulse on how people were thinking about command centers, what they looked like, what were the use cases, and how they were calculating value. I looked at several … [Read more...]

Social Data Market Momentum: It’s not about the firehose

In the past year, social data has continued to wend its way into organizations of all types, from large enterprise to small business to media and entertainment and the public sector. We've seen use cases far past marketing into product and service quality, entertainment programming, customer service, fraud detection and a host of other examples. Yet the idea of social data as an asset that requires real enterprise rigor--quality control, curation and integration with other data sources----is … [Read more...]

It’s Time To Get Smart About Social Data Intelligence

by Susan Etlinger I spend a lot of time reading and thinking about social data: what it is, what it isn't, how to measure it, where it's going. But even the best strategy for collecting, analyzing and interpreting social data is just a set of pretty charts unless it is connected in a meaningful way to business objectives and, as importantly, actual business data. In the past year, we've seen social media proliferate throughout the organization. The average enterprise-class company has 178 … [Read more...]

Social Media Crisis Prevention: Can You Defuse an F-Bomb?

It's a nightmare scenario. You get a frantic text or call from a co-worker that someone tweeted a tasteless joke or profanity from your corporate Twitter account. The keywords in the post start trending among your brand mentions, soon to be followed by the hashtag #fail. Your customer service team receives outraged calls complaining about the foul language and lack of judgment of your employees. You scramble to delete and/or apologize for the offending tweet. The apology tweet must be … [Read more...]

The Social Media ROI Cookbook: How Brands Measure the Revenue Impact of Social Media

Everyone talks about the challenges of measuring the revenue impact of social media, but how are top brands actually doing it? And are they successfully measuring ROI? My colleague Andrew Jones and I spoke with 16 brands, 38 vendors, 3 agencies and 4 ecosystem contributors, and surveyed 71 social media and analytics practitioners to answer this question and provide pragmatic recommendations. The result is our  “Social Media ROI Cookbook,” which aims to identify and describe the most … [Read more...]

Beyond the IPO: Ten Implications of a Public Facebook

By Susan Etlinger, Charlene Li and Rebecca Lieb The run-up to Facebook's IPO reminds me a bit of a wedding: everyone's attention is on the big day (expected to be Friday May 18), without much regard for the weeks, months and years afterward. Charlene Li, Rebecca Lieb, and I sat down to discuss some of the implications of a newly public Facebook: on shareholders, business and Facebook itself. -- SE Whether or not Facebook's IPO ends up being one of the world's largest (this Washington Post … [Read more...]

Google Addresses Revenue Impact of Social Media with New Social Reports

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Even though the topic of social media ROI may sometimes seem like an endless game of Whack-a-Mole [see previous post], there's plenty of evidence to suggest we're inching ever closer to accountability. Today's announcement from the Google Social Analytics team aims to address some of the most pressing questions that marketers face when trying to understand the revenue impact of social media: How does traffic from social sites lead to conversion? What can we conclude about the impact of … [Read more...]

Facebook Places completes the picture

By Susan Etlinger and Charlene Li Today, Facebook confirmed that it is adding location awareness to the Facebook experience. Facebook Places enables members to share where they are and who they are with, find people near them and discover new places of interest.  So if you travel to Chicago and are craving deep-dish pizza, you can see where your friends have “checked in” and what they thought about the experience. Facebook Places launches with an iPhone app, the addition of a location feature … [Read more...]