Andy on Twitter

  • Peeps... anyone else having no joy getting Zinio or NextIssue to work as a result of iPad updates? @NextIssue,
  • About the only thing I think I can agree with Peters on... Treaty ground fee is wrong... ,
  • "Flexible working has been the worst deal for professional workers – and best one employers" ,
  • Might just be me or has Zinio stopped working on IOS8.2 on an Apple Air @zinio,
  • Now Zinio not working on iPad. These apple updates are wreaking havoc with apps and performance @zinio,
  • dire rugby to watch. Talk about refs killing games. And unfit teams slowing games and scrums. ,
  • Every Mac Is Vulnerable to the Shellshock Bash Exploit: Here's How to Patch OS X « Mac Tips ,
  • New Zealand Martin Aircraft launches self-propelled jet packs for use by emergency services  | Daily Mail Online ,
  • So right... DDB global creative chief Amir Kassaei: Stop categorising ideas by discipline - mUmBRELLA ,
  • “Why Have A Purpose?” by ,
  • A must app for all you brainstormers... Post-it Plus App ,
  • Team Key teaches lessons on democracy to Team Australia ,
  • The TED talk is amazing ... Amy Cuddy Takes a Stand, via ,
  • a must read for all PR folk... ,
  • Back in Rotorua. Man is it cold here...,
  • Connect

Is Social Media Monitoring Snake Oil?

No. No. And no again.

We couldn’t live without it. Skipping aside all the communications necessities – like, how can you participate in the conversation if you aren’t aware of it? There are vital business requirements.

Take customer service and support. Without the monitoring, how would our customer service and support teams understand where a customer is troubled or in need? The assumption they are going to phone is flawed in a world where they are recording their lifestream in minutes if not seconds.

If the statement is: “some of the technology that is used for social media monitoring is snake oil”, then there might be an element of truth to that. We use a range of providers – ranging from high-end apps through Google. In between sit hundreds of folks looking to hitch their wagon to social media.

One critical delineator is “monitoring” vs. “measurement”. Big difference. We monitor the stream surrounding Dell and our brands. We also seek to measure the impact of our programs and activity. Those without monitoring will loose competitive advantage as much as they loose insight. Those without measurement run the risk of misguided strategy and lack of business relevance.

Thanks to Ed for the tweet

2 Responses

  1. By Myrna on September 16th, 2012 at 1:28 pm

    Hey, I clicked to your blog by error when I was bnwisorg Yahoo for something off topic here. However, I must say your blog is crazy helpful. I really like the theme and the content on here. Thank you for keeping me procrastinating from my original assignment, lol.

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