At Edelman’s recent Academic Summit, Karen Russell was especially interested in the session on monitoring and measurement. As a monitoring company, so are we! She posts a great roundup of the session, including a list of recommended “top 10 conversations” to start monitoring. “Monitor broader industry conversation to
identify which related topics garner the most attention and engagement.
Participate in the broader “crowd discussion”, be active and timely, track
which concepts are resonating and your share of conversation relative to the
Fizzy Case Study
Jeff Glasson has a good case study on a social media project launched by the makers of Alka-Seltzer antacid, which started a very cool site documenting “The Great American Road Trip.” He notes that the site, which focuses on comedic videos documenting the travelers’ journey, is excellent–but that it lacks the “social” in social media. That is, where’s the community? “After a closer look at the micro-site, it becomes apparent that the
focus is on one-way messaging. The viewer is presented with the
material that Bayer wants to show with no means of contributing back to
the site and the other viewers.”
The Final Stage: Acceptance?
There are, as most of us know, several stages to the grieving process, and it starts with denial. It seems, and Dan York agrees, that we’ve all been in denial regarding Twitter for quite sometime now. The site is unstable, plagued by outages, and either doesn’t work at all or is not at full capacity the majority of the time (not an actual stat, just my point of view). Dan wonders when we’re all just going to give up. “How much of that conversation will remain, though, is a
good question. Each day Twitter seems to try our patience a bit more.
At some point we may all reach that pain threshold where we finally say
“enough is enough” and move on to somewhere else…When do we hit that point? I don’t know, exactly, but it’s increasingly seeming like the answer is… SOON!”