In the golden age of branding, several guests at the party held sway: brand, PR, marketing, external relations (ER), research, and the agencies. On top of that, we had a few occasional attendees, such as consumer affairs, investor relations, and community relations.
Today, in the golden age of consumer empowerment, we have the same party guests, but their sway is being challenged in a very big way by an aggressive, sometimes rude and abrupt new guest at the party: the consumer influencer.
I'm talking about the loudmouths everyone hears and reacts to. These folks really move the needle when it comes consumer generated media creation and spread. They write the power blogs, lead the communities, organize the forums, create the boards, upload the most viewed videos on YouTube, lead mini-revolutions on Facebook, and more.
They may have accrued influence over time or have situational influence (e.g., they were first to try and review the iPhone, hence setting off a broader chain reaction). That influence often spills from the online zone into the offline or vice versa. Indeed, today's uber-influencers are largely platform agnostic, except they tend to have a more quantifiable digital trail of results online. Put another way, if you search their names, you'll find evidence of something they said.
Who manages and converses with these influencers?
Is there a defined person, department, group, or entity within your organisation charged with influencer management? Should there be? Equally important, what are the risks of too many folks going after the same constituency?
Our advice is to engage a partner like shifted pixels to monitor, engage with and report on thesee internet conversations. Engaging a blogger or high profile forum members requires a very different set of techniques than traditional PR. Keen to know more, call us for a quick chat.
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Update: 11 July 2007
Ok so we must confess we have been caught out for copy pasting (see comments) from one of our favourite websites for the majority of this blog post. They say imitation is the sincerest form of flattery, and whilst that is true, if your gunna
We were in the wrong, and we definitely were not practicing what we preach. Sorry readers...
Thanks Richard (http://richardstacy.wordpress.com ), sorry bud, sometimes we just get so excited with the ideas out there we cant help but publish them, and its very easy to want to own that idea for yourself.
Original Article Source :
Social Media Monitoring
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Wednesday, June 20, 2007
Every single day, someone, somewhere is discussing something important to your business; your brand, your executives, your competitors, your industry.
Labels: branding , communities , internet , Marketing , online , pr , reputation , social networking
Posted by Nick HaC @ 11:36 PM
Social Media Monitoring
Shameless Plug
At Shifted Pixels, we deliver services that leverage the measurable business benefits of the online engagement.
Give us a buzz! We want to talk to you!!!
Our friend Trevor Cook, a well known blogger and PR guru, has released a fantastic online guide to Social Media.The online communities, technologies and practices that people use to share news, opinions, insights, experiences, and perspectives. wiki's , twitter, myspace , facebook aswell as "traditional" social media - blogs, rss , podcasts and more.Check it out - Guide to Social Media
Labels: Blog , communities , consumer , mark , Marketing , online , pr , reputation , social networking , web 2.0
Posted by Nick HaC @ 11:46 AM
Social Media Monitoring
Shameless Plug
At Shifted Pixels, we deliver services that leverage the measurable business benefits of the online engagement.
Give us a buzz! We want to talk to you!!!
Monday, June 4, 2007
Basically, reputation management (online) is the business of monitoring what the marketplace is saying about your brand. It also means responding to situations before they run out of control. Venues include blogs, discussion threads, forums and social networking sites. A simplistic forumla is to allocate a proportion of resources to reputation management in relation to how important your brand is to your overall business.
Monitoring how consumers talk about your brand can provide early warning signs for product or service issues as well as promotion opportunities that can be leveraged. Companies can start by subscribing to RSS feeds of search results on their company name from blog and news search engines, set up a Google Alerts account or use Conversation Trackers.
Labels: branding , Marketing , online , pr , reputation
Posted by Nick HaC @ 7:37 PM
Social Media Monitoring
Shameless Plug
At Shifted Pixels, we deliver services that leverage the measurable business benefits of the online engagement.
Give us a buzz! We want to talk to you!!!
