Social Media Monitoring

Social Media Monitoring tracks online discussions and postings and their emotional content, using specialized spider software and data aggregation tools to extract information about corporate reputations, customer satisfaction, and attacks by competitors, from millions of blogs, forums, wikis, individual member pages in social networks, and other Web postings. For more, read an in-depth interview with John Hingley, CEO of Andiamo Systems, a pioneer in social media marketing.

Social Media Monitoring forms the front line of customer engagement, enabling corporate managers to eavesdrop, understand, and respond intelligently to concerns and opportunities as they surface.

Engagement planners — an emerging class of marketing agents and stakeholders who are executing a Google strategy — use social media monitoring as an important feedback system and tool to interact with and engage potential customers, active buyers, and customers in their journal to satisfaction and advocacy.

When combined with a Voice of Customer system that processes 30-50 interviews/month, Social Media Monitoring can highlight hidden issues that can negatively affect sales or corporate reputation.

This Innovation Leadership Academy examines how to incorporate Social Media Monitoring within a broader, multi-channel social marketing campaign. For public companies, Social Media Monitoring becomes an important capability of investor relations and corporate communications, by identifying comments that might negatively influence the company share price and related shareholder confidence.

Development of an effective Google strategy requires Social Media Monitoring and the application of its insights across the enterprise: marketing, sales, service, billing, recruitment, corporate communications, investor relations, and community relations. To accomplish this, an organization needs to align key stakeholders to the realities of earning and keeping the trust of customers, they need to learn how to use social media an effective tool for social marketing and reputation management.

GISTICS optimizes this Innovation Leadership Academy for engagement planners and corporate communications group, as well as service providers to these corporate functions.