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You make a really great point about partnering with other brands. We noticed cross-branding efforts during our analysis of the Super Bowl ads. Think Twinkie and Chrysler or GE & Budweiser. From our analysis we found that audiences appreciated the humor of a well-crafted co-branded ad but sometimes the message was lost. If you'd like to read more (and don't mind that I included a link) here's a bit of our analysis from game day:
Thanks for sharing.
Totally agree with this sentence "This is why its critical that businesses shift resources away from social media monitoring and make a concerted move toward intelligence." We advise our clients to move beyond mentions to intentions to truly understand how their outreach efforts are influencing social media conversations and driving key business metrics. Being able to isolate consumers expressing an intetion to watch a particular show is much more powerful and actionable than a simple like and can be tied to other key buesiness metrics.
Thanks for sharing. Great post!
Yes, Twitter can amplify all that is good and bad about social media very quickly. But I think its value especially in desperate settings depends on geography, the network of people you follow and that follow you and the usage habits of both. It may have been extremely useful for people in the area to know where they could or could not go, a way for friends and family to stay in touch, for federal notices to be sent quickly. Of course, I can't speak for everyone but when it comes to following news on Twitter I follow people I trust and whom I have a certain level of confidence in their reporting. And in times of crisis I think they are the voices I'd read and be more ruthless in filtering the rest. But in many ways, you're right - the cacophony of noise (both true and misleading) could be overwhelming and frightening.
Thanks for the thought-provoking post.
Excellent point. Not every platform is appropriate for every business. Analyzing your audience before you begin rolling out a social media strategy is critical. Thanks for sharing!
Thank you for your comments! Yes, the follow-up phone call before the file has completely downloaded can be annoying. To your point, having that knowledge of knowing the degree to which a consumer wants to be engaged is the result of both listening to consumers and then having the business processes in place to manage those types of relationships.
I agree with you. I think most companies/customer service representatives want to help and probably struggle quite a bit working within pretty narrow confines: the infromation you give them about the problem, their lack of knowledge of your particular instance of anything, the script they have to follow, etc. etc. Most of the time, issues are resolved they probably just take longer than anyone really wants. I think it comes down to the level of collaboration the company and more importantly the consumer wants to share. Coming up with a permission-based solution coupled with a culture that gives employees more freedom to act human may allow for more active sharing. I think it comes down to a combination of analytics and integration - understanding your customer and enabling for that understanding (data) to be accessible to anyone within the organization.
Great post. Thank you for sharing. Very cute picture of the dog.