So, you know you are meant to be participating in, starting, aware of and contributing to conversations about your brand and area of expertise. Conversation is apparently the new black. Or was that aubergine?
Where to start?
My knowledge is very basic compared to people who live and breathe this, so I’ll start with the basics! As a practicising marketeer – I have found there are some useful blog search tools (after google and twitter searches) to start to get a feel for where and how people are talking about your brand.
I would think through the following questions:
1. What are the key items people are talking about over a longer (3-6 month) period? – informing potential key customer drivers, conversation starters and potential pain-points that you can address.
2. Where are they talking? This forms a basis of where you should be listening.
3. Who is talking? Are they are small, specialist and passionate group or is a broader conversation in the community? This can shape how you could start a dialogue.
4. How are they talking? What is the language used? Is it the same as the language you use? Is there a disconnect?
There are also some seriously powerful ongoing social media monitoring tools that you can use as aggregators to efficiently manage this process, for example Radian6 and Collective Intellect.
(update - Radian6 also advised me of the most useful and free SocialMention - thanks!)
(19 April, 2009)
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