Counting What Counts in Social Media |
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| Event | Interactive 2011 |
| Format | Dual |
| Organizer | Sean Scogin – RAPP |
| Description | For the old school, control is convenient. We can orchestrate the ways and places our Brands interact with Consumers, and only let that interaction occur when it's in our Brand's best interest. Following this logic, some brands have taken the recursive path into effective silence, repeating the boilerplate and ignoring the conversations around them. The new Social Consumer demands more; demands that Marketers start making waves. The new school of Marketing seems to require Social Media ESP - monitoring the intertwined ecosystem of brands and consumers and lurkers and trolls and everyone else in the world. These kinds of Wicked Problems aren't solved with just campaigns, or platforms, or PR, or buzz. In fact, we all intuitively understand that it's the combination of everything, and it's the role of the Marketer to drop the right pebbles in the pond at the right time to create the right waves in these communities of conversation. You get that, or you wouldn't be reading this. You know all about "engagement" and "sentiment," but the problem is nobody will spend money until you can prove you're MAKING money. The social goodwill of friends, fans and followers is enough for some, but often not enough for the C-Suite (and sometimes, not enough to keep you employed). Eric and Sean will show you how to track, analyze and understand the data from your social media efforts - and how to turn those insights into actions that clearly, MEASURABLY benefit your client or organization. |
| Questions Answered |
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| Level | Intermediate |
| Category | Social Networking |
| Tags | analytics, Metrics, social media |