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This is dead-on. There's always more out there, room to improve queries to net more of what we're looking for. No out of the box tools (or queries, for that matter) are good enough for the serious monitoring initiative.
1 year, 3 months ago on Social Media Monitoring Tools Effectiveness Is Dependent on the Query
@JayBaer I agree with 99% of this...except the part where you link to my Rocket Content post. See, you're right that the blog doesn't make the phone ring, doesn't provide the direct link in the chain to deal close. But blog posts are being sent up the chain and command to the decision makers, and it's happening more and more every day. I hear it from my sales guys, the boots on the ground. I see it in my inbox. Blog content is creeping farther and farther into the pipeline, and up the ladder. It's still primarily an awareness generator, and not a sales tool--that's the meat of your post here, and that's absolutely true.
Every single study about C-level info-gathering in the last few years has shown an increasing reliance on blogs and social information. But the trick is, they're not looking for info about your products there, they're looking to see if you know what the hell you're talking about, and if you'll be a partner for the long-haul that will know which way the wind is blowing.
2 years, 5 months ago on Fight Premature Monetization – Add a Second Step to Your Content Marketing
Gen-C are the prototypes of the new norm. First digital natives. Now touchscreen and social natives are here. The Social Habit just came out, and it's interesting to learn that although only 85% of Americans have internet access, 90% have heard of Twitter, and 43% say they hear about it almost every day. Yeah, can you tell I really enjoyed @webby2001's BWENY presentation?
2 years, 6 months ago on Who Uses Twitter Anyway?
@lisabuben290 Right. Who else would we be if not ourselves?
2 years, 7 months ago on 5 Ways to Open the Social Side Door and Build Relationships
@ChrisQueso It's an effective tactic- and pretty cheap, all things considered. I'm only a Texan by residence, not by birth. But I love it!
@m2lewand I agree that you can spread yourself too thin when it comes to content--focus is key.
@m2lewand If the author meant that you should build expertise at the expense of building relationships, he couldn't be *more* wrong. Expertise must have a platform to flourish. Even in the academic world, experts must network, attend functions, etc., to get research dollars and opportunities.
@mellissathomas @DannyIny @JonMorrow That's a great quote. Make yourself known!
@MikeWilliamsPro Thanks, Mike. It's a powerful concept. But making someone feel good in a substantive way (beyond flattery) has always worked.
Hope y'all are ready for me. It's going to be a hoot.
2 years, 9 months ago on Social Pros 6 – Instagram Lessons from a Giant B2B Company
@JayBaer You misunderstand me. The customer should be able to tweet at or mention whatever branded presence they want, and receive a reply from the support account, who is monitoring for all variations on the brand name, and all mentions of the primary branded account.
3 years ago on Why Social Media Has Ruined Your Advantage
Was on a panel last week where someone said something similar to "Shared Tools Equals Less Patience." As I said then, I think we need to be careful here with correlation and causality. We don't know that patience is diminishing as a result of use of social channels, etc., but we do know it's happening concurrently, and that expectations for faster service are at the very least being reflected in tweets, etc.
Second, I'll just add something else I advised then: Don't let servicing customers hijack your primary branded presence. Create separate accounts for this, or use existing personal/professional (i.e., human) accounts for this. Why would anyone want to follow Brand XYZ when all they every see are responses to CS issues? That said, it's critical that social listening is calibrated to include all the ways customers can be talking about a brand. In other words, a brand that uses something like @brandXYZsupport shouldn't be only responding to tweets to @brandXYZsupport. They should be engaging with mentions of "brand XYZ", "brand x y z", "xyz brand", etc.
Agreed, but let me elaborate. I can tell you spent a lot of time thinking about why the case study above was junk. In the screenwriting world, they say it's just as important to read bad scripts, that you learn just as much, if not more from the plainly awful.
Mark Cuban says, "all it takes is one idea." So you could have a case study that's 99% anecdotal crap, and still be enriched by reading it by virtue of that gleaming 1%. Still worth they time you spent considering it, even if it only tells you what not to do.
3 years, 1 month ago on Our Dangerous Addiction to Social Media Case Studies