- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
- Social Tools
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career Growth#SocBizShakeUp: Sandy Carter at The Social Shake-UpThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthOracle CEO Larry Ellison Takes New Role: What Does It Really Mean?
Study Shows SMBs in 5 UK Industries are Ready to Take on Social Media MarketingIs Your Small Business Doing Content Marketing Wrong?5 Free and Effective Social Media Tools Perfect for Small BusinessesWhat's on Our Bookshelves? Great Reads for Small Business Owners and Entrepreneurs
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
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- Marketplace & Webinars
The SMT Marketplace
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Mattel’s launch of EB last month comes on the heels of a highly charged climate where women’s rights are being threatened at the Supreme Court level and sexual assaults on women are increasing, fueled by the objectification of women not only in marketing (eg. Barbie’s Sports Illustrated cover shoot and Pantene’s #unapologetic campaign, which now riffs in EB marketing), but also by public school dress codes.
In today’s world where social media plays such a central role for so many people, it’s only natural that companies would want to get in on the action. With big data in the cloud and analytics tools such as Hadoop Hive, it’s easier for companies to use social media to their immediate advantage.
This past Thursday night, it was announced that Ben Affleck would be starring as Bruce Wayne in the Man of Steel sequel. Even though 2015 is still quite some time away, it didn’t stop the masses from responding in a multitude of fashions. While one might find a few superhero fans that couldn’t care less, the vocal majority cried foul, even to the point when #BetterBatmanThanBenAffleck was trending.
"I just want brands to focus on sentiment that matters and not on what is facile and easy to measure. Ten thousand 'likes' for a puppy picture is not worth a dozen customers getting their real problems resolved because brands listened and acted."
Keeping track of how your crisis is developing can be made easier if you follow and log the sentiment around the event in the digital space. Using social media well in a crisis means knowing when and where you should respond. A sentiment analysis can help you form an effective triage response system.
The Call for Speakers is open for the next Sentiment Analysis Symposium (http://sentimentsymposium.com), slated for October 30, 2012 in San Francisco.
As part of Kraft Foods' Consumer Insight and Strategy Group, Frank Cotignola leads the group's Community Management/Knowledge Management and social media listening/consulting efforts. In this conversation, we explore how social media listening can offer new understanding through sentiment analysis and access to broader topics that you've not had the funds to tap. True listening is not data on a spreadsheet acquired by applying legacy "asking" methodology. It requires putting an ear to a wide spectrum of conversations, thoughtful interpretation and judgment of the data, then applying what's discovered to improve listening activities. And listening research is not limited to social channels.
According to Banafsheh Ghassemi, VP Marketing at American Red Cross, relying too heavily on sentiment and other analyses from social media can create blind spots for marketers in our multi-channel world. We need to be listening on all the channels in which we engage our customers. In this conversation, she shares with us her perspectives on the integration of business strategies and emerging technologies, such as sentiment analysis.
Although 2010 saw an increase in brands using social technologies, most posts on Facebook Pages and Twitter accounts were merely announcements or redirects to a corporate website. As companies become more familiar with the etiquette and overall landscape of the Social Web, 2011 will see a truer form of engagement between business and consumer. My predictions - with some personal hope mixed in: