MSM10 – What to Demand in Your Social Dashboards with Semphonics

What to Demand in Your Social Dashboards
Gary Angel, Semphonics

Gary describes the 3C’s of effective dashboarding: culling the data effectively, classifying it in interesting fashion, and building the right context to make the data useful. You’ll see real-world examples of how the data can be organized to communicate key information and learn what to expect and demand from your social media team.

A dashboard should contain data including varied categories of measurement:

  • Brand Awareness – awareness trend, market trend, key relationships
  • Competitive Advantage – closest competitiors, competitive variation, trends
  • Marketing Impact – campaign share, campaign impact, engagement
  • Trust and satisfaction – topic trends, product/service issues, issues and alerts

Classification Behaviors: Topic – Sentiment – Sources – Influencer – Impact

Almost every real metric in Social Media requires classification to be interesting.

Social Media Dashboarding begins with 3 C’s:

Culling – getting the right data

Classify to make interesting

Context – needs to be in context

Welcome to Social Media Monitoring San Francisco

Today we are in the city by the bay discussing monitoring social media.

We are starting off with Marcel LeBrun, CEO of Radian6

Marcel highlights the key changes that companies need to adopt in order to shift from a broadcast mentality to listening and engagement.

  • Digital has been used as a differentiating adjective – of course now everythign is digital, so the name has dropped.
  • Digital is a transforming innovation and fundamental innovation.
  • What is social? Web? Customer? – Fundamental innovation. How companies manage relationships with customers.
  • Social impacts everything – enabling new markets.
  • Remember – the medium is the message – Marshall McLuhan in Understanding Media in 1964. Media is not neutral, the characteristics of each media has their own impact.

The Nature of the Social Medium

  • The social web’s reach is now bigger than TV.
  • It’s messages can propagate faster; they last longer.
  • Messages are more trusted because they move through a network of trust (friends).
  • No single institution controls it; everyone is a participant.
  • The “social phone”: It is a multi-purpose medium, more like the phone network than TV/mass media.
  • The social web is causing the biggest cultural shift in business since the “mad men” era.
  • Your brand is now the sum of conversations about it.
  • So, build a better listening and response engine.
  • Remember to think about why you are listening – it’s not a one-way system, the goal is to tell your customer that they are worth the time. Example: Gatorade Mission Control Video

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