What should I monitor?
You may have to follow like a good plan to grow your reputation in the network, while preventing potential crises online. He knows he must keep track of "what is being said on the internet," but what exactly are the criteria to be followed, and what or who should be monitored?
Tamar Weinberg points us to some of the items checked, pick up here, along with a brief description (personal):
- its name and its executives. People first: you and the managers of your group or company. We need to know if anyone's name, when, in what context and how, both to control what is being said about them, like whether to intervene clarifying, extending or correcting information
- the name of your company and their delegations. Knowing where you are appearing on behalf of our company-or delegations, for better or for worse, is a clear priority
- brands of products or services. The brand is perhaps the most valuable intangible asset of your business. We must know if it appears in a dialogue, online publication or reference. You may have many brands or services to monitor, follow them all, but put more emphasis on the main. It will be worth
- people who care for the average company (spokespersons). It is good to follow the message given by our speakers. Many of them will react to interest groups of the company that we capture and respond to their demands for more appropriate channels. In any case, the first step is to listen
- its slogan or marketing messages. It is their war cries to get attention of their target. Apart from creating reaction at points of sale (as is the goal: sell), we must know if they generate reactions in the network plot, and if you need support and answers online to support and reinforce
- competence. Knowing where to move does not hurt competition. Especially seeing that we are not basely advanced from the right, with some strategic move contrary, we could easily have been foreseen if only we had looked in the mirror
- your industry / sector. Stay updated on all developments pertaining to the universe of our product / service. Only then can we take a step ahead when we have the opportunity. If we are on the edge, we will fall ... but at the back!
- their weaknesses (through its public hearing before). We are all more than less aware of our weaknesses of our product. We will follow if anyone discovers or mentions, and have a preparation of arguments for the weaknesses, strengths. If ignored, will remain weak and may be spread among our public (current and potential customers, shareholders, suppliers, etc.).
- their partners, partners, suppliers, clients ... The information Freshly hand is always welcome. If you have a story before we disclosed for the conventional channels (mail, internal communication, interview), we will be ready to respond better and more thoughtful when presented this time. It would not be the first nor the last employer who learns from a Google Alert (which originated from a news story of the day) that your partner has unilaterally decided to take another path different from that agreement. Or that a supplier would stop making his product that served him through a comment on a blog, or a defect in our service advertised on twitter.
- their intellectual property. It is also important, as far as possible, have monitored their intellectual property in the form of brands, sub brands, copyrights, rights of use ... and all kinds of intangible assets of the company that can be used, violated, copied, bad -mentioned, missing, stolen or phishes without us as soon as we are addressing
[photo by Darinka]
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What should I monitor?: Http://tinyurl.com/lregoy (blog @ FGrau)
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What should I monitor? Http://ff.im/-7L2Wg
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@ olgaherrero, @ jordigarcia thanks for your references
Francesc great post! brilliant analysis of what data we analyze, the question is how do we analyze these conversations automatically without consuming large human effort?
Just today we've been talking about this a few here:
http://www.busquedaempresarial.com/blog/2009/09/07/ can we-extract-the-feeling-of-a-piece-of-text-without-reading /
Very interesting RocaSalvatella @ RT: RT @ olgaherrero: What should I monitor?: Http://tinyurl.com/lregoy (blog @ FGrau)
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@ BorjaRamirez, you've hit the nail on the head. There is a part of monitoring that can be automated perfectly (alertness), but there is a second phase of discrimination and qualitative analysis requires human intervention inescapable. It makes sense that a machine does not discriminate, for example, irony, or not able to distinguish between what is 'good' and what is 'wrong' (if anyone does not know!
Thank you!
What should I monitor? - Http://bit.ly/17eEMW
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What should I monitor? - Http://bit.ly/17eEMW by @ FGrau
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Hi Francesc,
too much to monitor! The truth is that when selling monitoring, companies are much more selective. Normally part of the comments relating to the department in which you speak (customer care, marketing, rep. Corporate). He asked not only follow their brand, but that of their competitors and basically any of them.
The easiest thing: monitors by brand and classify all the comments that the other criteria: executives .. etc.
Monitoring is expensive! at least for today's budgets.
Greetings! Pedro.
Yes, Peter. The post just wanted to broaden the spectrum of universes of keywords to monitor, and publicize some of the areas that perhaps someone who is not immersed in this world of 'active listening' and would imagine that being important.
And yes, monitoring is expensive, and will remain so. At least until the machines do not recognize the 'good' of 'evil' ... and this is a little X-)
Greetings!
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