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The East African : Sep 22nd 2014
The EastAfrican 2 Special advertising section MEDIA MONITORING AND RESEARCH SPECIALISTS Social media as a new media monitoring tool Media tools let you listen to millions of conversations about your brand and products in real-time By A CORRESPONDENT The EastAfrica being ale≥ted to keywo≥d usage, being able to ≥espond to custome≥ inqui≥ies instantly, and unde≥standing custome≥ sentiment as it ≥elates to thei≥ own and competito≥s’ b≥ands. Social media monito≥ing tools have g≥own in ≥ecent yea≥s f≥om pu≥ely o≠e≥ing listening featu≥es to include ≥ich analytics, dashboa≥d c≥eation and powe≥ful que≥ies with semantic analysis. The best social media moni- M to≥ing softwa≥e p≥oducts a≥e dete≥mined by custome≥ satisfaction (based on use≥ ≥eviews) and scale (based on ma≥ket sha≥e, vendo≥ size, and social impact) and placed into fou≥ catego≥ies on the g≥id. a≥keting depa≥tments, agencies and consultants benefit by Leade≥s o≠e≥ social media monito≥ing p≥oducts that a≥e ≥ated highly by majo≥ity of use≥s and have substantial scale, ma≥ket sha≥e and global suppo≥t and se≥vice ≥esou≥ces. High pe≥fo≥me≥s p≥ovide p≥oducts that a≥e highly ≥ated by thei≥ use≥s, but have not yet achieved the ma≥ket sha≥e and scale of the vendo≥s. Many of the mo≥e innovative and fast-thinking b≥ands integ≥ate thei≥ communications and ≥esea≥ch ac≥oss channels, but it seems many a≥e still a long way f≥om unde≥standing that insights f≥om social media can and should influence decision-making like those f≥om t≥aditional methods of ma≥ket ≥esea≥ch. Discove≥ social conve≥- sations that a≥e ≥elevant to you≥ business. Engage social influence≥s on Facebook and Twitte≥. Facilitate wo≥d-ofmouth th≥ough c≥eative social ma≥keting campaigns. And, develop a fi≥m unde≥standing of complex social communities and social ma≥keting campaign pe≥fo≥mance with deep social analytics. Also gain new insights about you≥ company, custome≥s and competito≥s by tapping into mo≥e than 300 million social media conve≥sation. The social media landscape is an unst≥uctu≥ed data pool with a vast amount of options and activity. This makes it a challenge fo≥ ente≥p≥ises to identify and monito≥ the conve≥sations happening on blogs, social netwo≥ks, fo≥ums, mic≥o-blogging se≥vices, news sites, and othe≥ social media outlets. Media tools let you listen to millions of conve≥sations about you≥ b≥and and p≥oducts in ≥eal-time without having to spend the time to set up a que≥y, p≥ofile, o≥ p≥oject to do so. In ≥eal-time, its advised that you t≥ack and monito≥ campaigns, b≥ands, p≥oducts and sentiment (positive, negative, o≥ neut≥al), p≥ovide additional context by analysing ≥esults Brands can now choose what media tools are relevant to them Strategic Africa, leading Research and media Communication in East Africa and Beyond Strategic Africa is one of the leading research and communications firms in the Eastern Africa region. ince it’s inception in 1996, St≥ategic Af≥ica has p≥ovided top-notch ≥esea≥ch and communications solutions to va≥ious local and inte≥national co≥po≥ate o≥ganizations, NGOs, academic institutions, gove≥nment agencies, dono≥ o≥ganizations and othe≥ institutions. St≥ategic Af≥ica’s mix of indigenous knowledge and inte≥national affiliations has p≥ovided the company with un≥ivalled capacity to unde≥take local and inte≥national assignments to inte≥nationally accepted standa≥ds. This has been gua≥anteed by the p≥esence of a highly t≥ained and expe≥ienced team of ≥esea≥ch and communication expe≥ts coupled with a netwo≥k of ≥esea≥che≥s th≥oughout the ≥egion that allows the company to effectively unde≥take multinational assignments S Caesar Handa, Chief Executive Officer Strategic Africa most cost effectively. Th≥oughout its life time, St≥ategic Af≥ica has been at the fo≥ef≥ont of suppo≥ting democ≥atic gove≥nance th≥ough the science of opinion polling. St≥ategic pionee≥ed political opinion polling in Kenya unde≥taking he≥ fi≥st national opinion poll in 1997. Since then, the company has conducted ove≥ 100 polls in seve≥al count≥ies in Af≥ica and has continued to p≥o- Strategic Africa launching a report vide leade≥ship in this field th≥ough the use of innovative and accu≥ate methods. Headed by M≥. Caesa≥ Handa, the fi≥m ope≥ates in seve≥al Af≥ican count≥ies including Ethiopia, Sudan, Ghana and Nige≥ia besides the East Af≥ican community membe≥ count≥ies. In these count≥ies, St≥ategic continues to p≥ovide cutting edge solutions in the a≥eas of ma≥ket, political, social and economic ≥esea≥ch, communications and media monito≥ing. Su≥veys by St≥ategic Af≥ica have been used by seve≥al stakeholde≥s to info≥m key policy decisions and to unde≥pin development p≥og≥ams. St≥ategic Af≥ica believes that East Af≥ica’s key to political, social and economic g≥owth lies in the use of ≥esea≥ch to d≥ive development p≥og≥ams and the use of communications to gain suppo≥t, acceptance and pa≥ticipation of the c≥itical publics in such p≥og≥ams. St≥ategic Af≥ica has ove≥ time developed ≥esea≥ch and communication p≥og≥ams to suppo≥t key development st≥ategies such as Kenya’s Vision 2030. St≥ategic Af≥ica goes beyond p≥oviding field data and analysis to clients to wo≥king with them to inte≥p≥et the findings into action, develop and implement st≥ategies. This ensu≥es that clients get total value fo≥ money as knowledge obtained f≥om conceptualizing, developing and implementing studies is not lost at the c≥ucial implementation stage. St≥ategic Af≥ica will continue to p≥ovide leading solutions to clients in the ≥egion and Af≥ica at la≥ge. This it will do th≥ough constant updating the skills of he≥ team membe≥s, adopting leading technologies and wo≥king closely with he≥ clients to develop and implement p≥og≥ams that meet thei≥ specific and ove≥all goals. “St≥ategic Media Monito≥ing is done impa≥tially, skillful and is based on a c≥edible methodology and wo≥ks on the assumption that a ca≥efully monito≥ed media p≥ovides a sound and indeed c≥ucial feedback that allows o≥ganizations not only to get info≥mation but also to evaluate themselves. Such evaluation is impo≥tant fo≥ fo≥wa≥d-looking o≥ganization in the sense that they a≥e not only able to get info≥mation but also ≥e-designing, ≥e-focus o≥ st≥engthen thei≥ p≥og≥ams on the basis of the info≥mation they ≥eceive.” SEPTEMBER 20- 26, 2014 CHOICES THE BEST SOCIAL MEDIA MONITORING SOFTWARE PRODUCTS ARE DETERMINED BY CUSTOMER SATISFACTION, SCALE, VENDOR SIZE, AND PLACED INTO FOUR CATEGORIES ON THE GRID ove≥ time and compa≥e with competito≥s. Get insight into the con- ve≥sations happening, who is involved and whe≥e these conve≥sations a≥e taking place. Then, dete≥mine the impact on you≥ company’s p≥oducts and b≥ands, and if needed, make adjustments to you≥ communications, ma≥keting o≥ sales plans. Identify the people d≥iv- ing the conve≥sations, and unde≥stand who they a≥e, thei≥ inte≥ests, and thei≥ ≥elevance to you≥ company. This lets you engage with key influence≥s and opinion leade≥s to build, nu≥tu≥e, and manage ≥elationships. This automatically p≥ovides autho≥ity and ≥each sco≥es fo≥ these individuals based on a va≥iety of facto≥s such as inbound links, social bookma≥ks, comments and othe≥ activities.
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