Posts tagged as:

crisis management

Real Time Understanding

by · March 14, 2013

We all know that social media data is driving us towards thinking about our business differently.  Whether it is engaging your consumer demographic in new ways: engaging with customers on a Facebook fan page or managing up to the minute attacks on your brand; handling a viral twitter crisis or simply peeking in on those talking about your brand; listening to people talk about what they like on forums or becoming a trusted resource in those communities; your world is now upside down.  To add insult to injury, all of this is starting to become necessary at the speed of social.  To put it bluntly, this means real time baby.  It isn’t enough to simply track your brand week by week now, it is becoming moment by moment.  And you can’t simply look at key attributes at only the highest level, you need to look at the attributes you know as well as ones that you may not even know exist.


Are you sure your social listening data doesn’t suck?

by · January 10, 2013

I think the title says it all.  Everyone is finally scrambling to figure out how they are going to listen and learn from social data, but the care with which some programs are being set it is shoddy at best.  I know that sounds controversial, but this is not a condemnation of all programs. I certainly don’t know everything about social analytics (no one does) but in an effort to be provocative I am going to make that statement.  Why?  Because it is my job at NetBase to Evangelize the concept of social analytics (and by the nature of my role to make outlandish statements that some don’t agree with) Frankly, from my experience working within and selling to companies setting up programs, this is what I see each and every day.


Social Media Risks Are Real, Not Managing Them is Irresponsible

by · January 3, 2013

For many companies the barrier to adopting social media or expanding their digital marketing strategy is risk. These are not small risks; these companies have come face to face with a reality that many of us can’t even fathom. Social media could literally destroy their companies, it could lead to huge regulatory fines, compliance issues and a variety of other issues that can put a choke hold on how many marketers would consider approaching a social media strategy. But the reality is that all risks can be managed if we look them straight in the eye.


Case Study: Working With Your Brand Enthusiasts, Not Against Them

by · September 15, 2008

If you work at a large company or brand there’s a pretty good chance you have a Facebook group. Perhaps it was started by someone at your company. Chances are it wasn’t.

Canadian Club's Brand Page on Facebook

Canadian Club's Brand Page On Facebook

In the vast majority of cases, these groups are positive and simply serve as connecting points for people who like your brand. Most aren’t hurting the brands they talk about. That’s not always the case, of course. At their worst, groups are started to express frustration or even hate for a product. At their best, I would guess the vast majority of groups are at least using the logo, product imagery or other brand copyrights without official permission.