Tagged with: listening
Last week at the WOMMA conference, Converseon released a new white paper entitled “Listening 2.0: Leveraging Social Intelligence to Meet Business Objectives.” The report focuses on how basic monitoring services are giving way to deep level intelligence that can be infused across organizations to provide competitive advantage. In short, the report, finds, social intelligence is growing up.
As we enter 2011, social media is passing a tipping point in the enterprise. For many brands, social engagement is no longer seen as a set of small experiments on the fringe of the organization. They are becoming a core component of business strategy. As such, we are witnessing a rapid evolution from ad hoc and sponsored exploration to a desire for enterprise enablement, whereby social media and social intelligence become competitive advantage and help enables critical business performance.
For these organizations, they will need to address four important areas to help achieve business outcomes through social media:
- Determining how and where listening can significantly impact business outcomes and objectives.
- Understanding how to manage the vast rivers of data, find meaningful insights, and support business processes and use cases — for today and tomorrow.
- Determining what should be automated and the role that people need to play; and determining the balance of internal versus external resources and capabilities.
- Creating frameworks to infuse social intelligence into the far reaches of the organization and ensuring timely action with a systematic, best practice approach and measure impact.
Social media listening tools today simply do not accurately report author location, even though they often say they do. Here’s why.
When you look at your social media dashboard — or listening tool, or river of news — most of the data you see in your tool was gathered or created in one of the two following ways:
But location data is different. In most tools, the physical location of the author is actually determined through a hybrid of the above approaches, as follows:
- Website registration information: The tool might determine the location where the site is registered through a reverse lookup of the site’s registration information. Such an approach is not reliable when the property is registered to one entity and authored by another — or authored by several others, in the case of a group blog. Further, the vast majority of social media conversations occur within social networking domains and platforms, rather than on blogs registered to individual users.
- Top-level domain: The domain “extension” that can indicate the country of registration, for example: “.ca” in Canada. First, many of the flaws in the above bullet also apply to this technique. In addition, a forum is hosted on a Canadian domain certainly will not restrict participation to Canadians only; even if they did, there is a vast difference between an author in Quebec and author in the northern reaches of the Yukon Territory.
As a result, automated author location analysis is not very reliable.
With the Wall Street Journal reporting the questionable practices of some social listening and research providers, here are five questions you can ask your listening provider to ensure that your brand doesn’t get accused of unethical or questionable social listening.
Questions to Ask Your Listening Provider
- 4. Relationships: When harvesting from web sites, do they mask their IP address, or do they allow site owners to see that they are being harvested, and work to maintain positive relationships with site owners?
5. Leadership: To what extent do they participate in or support the development of ethical standard in social media, such as the WOMMA Ethics Committee?
In this interview our Senior SEO Analyst Ted Ulle, otherwise known as “Tedster”, the Google forum moderator on WebmasterWorld, explains why your customer’s online conversations are a crucial component to a comprehensive search engine optimization strategy. Ted also discusses Converseon’s approach to Enterprise SEO and the need for organizational consulting, clearly explained by our Chief Strategist, Mike Moran, in his best selling book Search Engine Marketing, Inc. The interview took place at last years PubCon Search Marketing Conference in Las Vegas, where Ted is a regular speaker.
How is your social media listening impacting your SEO strategy? Share your experiences and advice below…
Last Wednesday, Mike Moran our Chief Strategist hosted a WOMMA Webinar on Listening 2.0. The webinar featured presentations from Mark Kovscek, Senior Vice President of the VivaKi Nerve Center and Pauline Ores, Pricipal Analyst, Social Engagement Strategy of IBM.
If you missed it, don’t worry we’ve got you covered. Below you’ll find a the Cliff’s Notes version of the webinar, an audio recording of the session and the program slides.
- What marks a good Listening 2.0 solution?
- How companies should use Listening 2.0?
- Where is the future of listening technology?
What marks a solution as Listening 2.0?
What the technology and service should provide:
- The ability analyze sentiment, particularly complex commentary such as sarcasm
- The ability to note complex and multiple mentions of a brand within a consumer conversation
- The ability to identify key topics and subtopics for your brand’s conversations
- The ability to demonstrate how topics and conversations are connected to each other and to the brand
- The ability to integrate multiple data types and imaging to create new more holistic views of the world
- The ability to create a global and scalable methodology
How companies use should use Listening 2.0
- Listening should be done at an enterprise level. To be effective it needs to cross over the silos of business units and lead to shared solutions
- Commit to “being in sync” with the market – be willing to reconsider marketing approach, content development and offerings, it can be about joining and taking their lead
- Be ready to take action, whether that is internal change or external engagement. To find ROI brands must be ready to take consumer comments to heart
Where is the future of listening technology?
- Technological improvements in computer translations
- Advanced tracking of message consumption and how it relates to purchase behavior
- Predictive modeling of conversations and conversions