Social media as a research tool—Volume three: The perils of digitized life. March 22, 2011by Brian Rafferty In my recent two posts, I explored social media as a means to access potential audiences for research and as a way to interact with them. In this final installment of my trilogy I will discuss the most compelling application of research to social media—how to observe and analyze people's interactions in order to draw insights about their habits and choices. Observation is the most straightforward use of social media. Marketers can track what people are saying about a brand in the public social media sphere (as well as within traditional media) in real time. Employing nimble, fast-response operations, they can even immediately act to improve customers' brand experience.
JetBlue is often identified as a brand that uses Twitter to learn from its customers and provide a differentiated positive experience. What can be done with all of this data? Brian Rafferty is the global director, customer insights, for the Siegel+Gale New York office. April 18th, 2013. How Social Media is Changing Government Agencies - PrePosterous...or Not. Why the Fashion Industry Is Betting Big on Branded Online Content. Macala Wright Lee is the publisher of FashionablyMarketing.Me. Wright Lee is a retail consultant who's firm, Fashionably Digital, specializes marketing consulting for fashion, luxury and beauty brands. You can follower her on twitter at @FashMarketing. The fashion industry’s use of branded content gained momentum in 2010. In 2011, retailers will have three big shifts to consider as part of their branded content strategy.
While many brands approach branded content in different ways, Susan Etlinger of The Altimeter Group feels that all retailers and fashion brands must: Talk to their customers; consumers expect dialogue with the brands they care about.Need to be able to shift between channels — web, mobile, print, broadcast — with a moment's notice in order to keep a constant stream of communication with customers.Maintain a consistent brand experience, no matter where the customers are or what they're doing. Indie Fashion and Big Brand Collaborations The Rise of Fashion Films 1. 1.
HOW TO: Define a Social Media Strategy for Enterprise. Much has been written about social media strategy for small business. It's a personal medium, and a few employees engaging directly with customers on Twitter and Facebook can be a natural extension of a small biz web presence. But things can get complicated when you extrapolate engagement over the multiple departments, offices, and countries of a large corporation. Do you centralize your social message with a few managed accounts, or do you empower every employee to be a social representative of your brand?
How do you manage the hundreds, if not thousands of daily mentions and messages directed at a global company while still keeping it conversational? We spoke with the architects of some leading social media enterprise strategies for their takes on this evolving field. The Social Challenges of Brand Segmentation For many large brands, each product they sell could be considered a "sub-brand" in itself.
"We have official Samsung USA accounts on Twitter (e.g. Empower Everyone. Using Social Media to Boost Search Rankings - Search Engine Watch (SEW) Social media can be used for more than branding, customer service, PR, and retention. It can also be used to support your rankings in the SERPs. Of course, social media links are a bit different the kind of links you get from normal sites, so you have to build a separate social links strategy around how Google treats them. The Low Down on Social Media Links You probably know that you need to build links to your site and product pages if you want them to rank well.
And the more links you get from authoritative domains, the better. Well, social media offers an opportunity to get links from authoritative domains. The catch is that social media links have their drawbacks. This might make social media links sound pretty useless for search engine optimization (SEO), but they aren't. Trust vs Juice Google wants to show their users the most relevant search results possible. In other words, while these links might not pass much juice, they do pass trust. Basically, these links: Social Links Aftermath.