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Social Media Monitoring
Gleanster, Dec 2010, Pages: 24
Listening to the “voice of the customer” has become a rallying cry for companies trying to improve business performance by meeting consumer needs in a more effective and timely fashion. New forms of market research have evolved to try to get an ever-purer version of this voice.
The growth of social media over the past five years has given them a new tool. For the first time, the evanescent communications that happen over the water cooler or the backyard fence can be tracked, analyzed and used by marketing, brand management, market research, customer service, and public relations functions. The challenge is no longer finding consumer discussion of a brand or product, but sifting the relevant and insightful comments from the useless chatter and turning the findings into business value.
Social media monitoring has emerged to attack this challenge and companies have experimented for several years with the technologies, staffing, skills, and processes that most successfully drive desired business outcomes.
This report explores what Top Performers are learning about this emerging area of Social Media Monitoring and how they are trying to extract and measure the value of their efforts. The report goes further into detail how social media monitoring has attempting to attack this challenge and companies have experimented with the technologies, staffing, skills and processes that most successfully drive desired business outcomes.
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