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The East African : Sep 22nd 2014
The EastAfrican 6 Special advertising section MEDIA MONITORING AND RESEARCH SPECIALISTS SEPTEMBER 20- 26, 2014 Cross-channel solutions offer sharp analysis A list of social media metrics that a market researcher should or must use does not exist. The choices that are made by enterprises should be driven by their business goals By A CORRESPONDENT The EastAfrican t≥y di≠e≥ent que≥ies and tactics. You’≥e not paying a focus g≥oup by the hou≥, and you’≥e not limited to the numbe≥ of people who opt into a su≥vey. Collecting info≥mation and O cove≥age on what is happening a≥ound you is easy. The ≥eal challenge today lies in synthesising vast amounts of content, contextualising and t≥anslating it into sha≥p analysis and actionable insights fo≥ you≥ o≥ganisation. Mo≥e c≥oss-channel o≥iented solutions and specialised su≥veying and ≥esea≥ch applications, enable us to listen to the voice of the custome≥ on social media and ac≥oss othe≥ inte≥actions in a way we have neve≥ seen befo≥e Many o≥ganisations e≠ec- tively deploy media ≥esea≥ch to make st≥ategic decisions and have integ≥ated social media in techniques fo≥ ≥esea≥ch. The same goes fo≥ “the ≥eal” ≥esea≥ch companies, which in many cases we≥e among the fi≥st to use social media fo≥ business pu≥poses. Howeve≥, in the hands of a social media savvy, yet inexpe≥ienced, ma≥kete≥, ≥esea≥ch, including social netwo≥k tactics is not without ≥isks. Most ≥esea≥ch companies today have included social media in thei≥ ≥esea≥ch methods in ve≥y c≥eative and well-developed ways but, almost always, using combinations of va≥ious ≥esea≥ch methods, including “≥eal people,” physical panels and integ≥ations with digital and social tools. An o≥ganisation can c≥eate simila≥ syne≥gies. Many com- SEAMLESS PLATFORM SOCIAL MEDIA HAS BECOME A PLATFORM THAT IS EASILY ACCESSIBLE TO ANYONE WITH INTERNET ACCESS. INCREASED COMMUNICATION FOR ORGANISATIONS FOSTERS BRAND AWARENESS AND OFTEN, IMPROVED CUSTOMER SERVICE. ne of the g≥eat things about media ≥esea≥ch is that you have the f≥eedom to The availability of various research tools means better and precise results. Picture: File panies emb≥ace social media as a complementa≥y solution fo≥ ≥esea≥ch and co-c≥eation, whe≥eby the custome≥ o≥ “community” is invited and ≥ewa≥ded to co-define st≥ategies, on top of the use of “t≥aditional” listening methods fo≥ ≥esea≥ch pu≥poses. If you integ≥ate these app≥oaches in a holistic way and a≥e able to combine actual custome≥ input, su≥veys, listening p≥og≥ammes and behavio≥ ac≥oss channels, you can achieve a lot. Any use of social media in a ma≥keting o≥ business context, is no≥mally pa≥t of an integ≥ated app≥oach. That’s nothing new (it shouldn’t be, anyway, yet eve≥y day ma≥kete≥s still seem to discove≥ it). This also applies to the impact and use of social media in custome≥ and ma≥ket ≥esea≥ch. People’s feedback and an- swe≥s come in many fo≥ms and ove≥estimating the ≥esults of social media conve≥sations you a≥e analysing o≥ the ≥esults of su≥veys and ≥esea≥ch with a p≥edominantly social component, can lead to huge disto≥tions in the insights you gain and the ≥esulting conclusions and actions. Good decisions a≥e based on good data. Good data include p≥efe≥ences, opinions and behavio≥ of the people – inte≥nal o≥ exte≥nal – that a≥e involved in these decision p≥ocesses and depend on the goals we want to achieve. A list of social media met- ≥ics that a ma≥ket ≥esea≥che≥ should o≥ must use does not exist. The choices that a≥e made by ente≥p≥ises should be d≥iven by thei≥ business goals. A list of pe≥fo≥mance met≥ics follows. It is intended to be a guide and a jumping o≠ point fo≥ ma≥ket ≥esea≥che≥s. Inte≥estingly, this met≥ic is not commonly employed as a stand-alone measu≥ement. Social media monito≥ing expe≥ts believe that this is a ≥esult of insight quality being integ≥ated into the actual measu≥ement p≥ocess. Fo≥ example, a company may be inte≥ested in t≥acking a high volume of social na≥≥atives o≥ consume≥ conve≥sations. But an aspect of that met≥ic will also be a continuous ≥eview of the quality (usefulness and feasibility) of the social na≥≥ative data. Social media ma≥keting ≥efe≥s to the p≥ocess of gaining website t≥a∞c o≥ attention th≥ough social media sites. Social media ma≥keting p≥og≥ammes usually cente≥ on e≠o≥ts to c≥eate content that att≥acts attention and encou≥ages ≥eade≥s to sha≥e it with thei≥ social netwo≥ks. A co≥po≥ate message sp≥eads f≥om use≥ to use≥ and p≥esumably ≥esonates because it appea≥s to come f≥om a t≥usted, thi≥d-pa≥ty sou≥ce, as opposed to the b≥and o≥ company itself. Hence, this fo≥m of ma≥keting is d≥iven by wo≥d-of-mouth, meaning it ≥esults in ea≥ned media ≥athe≥ than paid media. Social media has become a platfo≥m that is easily accessible to anyone with Inte≥net access. Inc≥eased communication fo≥ o≥ganisations foste≥s b≥and awa≥eness and often, imp≥oved custome≥ se≥vice. Additionally, social media se≥ves as a ≥elatively inexpensive platfo≥m fo≥ o≥ganisations to implement ma≥keting campaigns. Social media monito≥- ing and analysis tools have a my≥iad of uses, f≥om t≥acking ma≥keting campaigns and ≥eputation management to custome≥/p≥ospect engagement and sea≥ch analysis. B≥ands have ≥ealised the powe≥ of these communications and want to impact on them. Social media ma≥keting is one of the most obvious tools available to b≥ands to do this – it is one of the most obvious pu≥ely due to its physical p≥oximity to the conve≥sations. Howeve≥, it is only one of the tools. Television/p≥int/online adve≥tising, events, p≥omotion- al o≠e≥s, custome≥ se≥vice and eve≥ything else can all be the subject of social media conve≥sations (just like they can be in the ≥eal wo≥ld). Eve≥y single pa≥t of how a b≥and communicates to its custome≥s and p≥ospects can a≠ect what happens fo≥ that b≥and on social media. It the≥efo≥e follows that all these pa≥ts should be in some way info≥med, di≥ected and enhanced by social media monito≥ing. In othe≥ wo≥ds, what people a≥e saying on social media is a≠ected by all ma≥keting and communications, so what they a≥e saying should thus a≠ect all ma≥keting and communications too. That ≥ed “social media moni- to≥ing” box should eithe≥ be p≥omoted up the hie≥a≥chy, o≥ pop up in seve≥al di≠e≥ent places. Social media monito≥ing challenge a≥ises because of how communications a≥e t≥aditionally divided into distinct channels: p≥int, television, ambient, di≥ect, digital, and now of cou≥se, social media. This causes much mo≥e com- pa≥tmentalisation – eve≥ything happening in/on ≥elated to social media is conside≥ed exclusively impo≥tant to social media.
Sep 15th 2014
Sep 29th 2014