Andy on Twitter

  • And so what they should do is apply the learnings from the four days to five days and get even more. Compressing ti… ,
  • Agree with Mark. How ridiculous is this. Ink is cheap in the world of digital - but doesn’t mean you should use it. ,
  • As much as I want Facebook to take as much responsibility as any publisher does for its ads, why aren’t lawmakers p… ,
  • M&A trends in consumer - readiness will matter ⁦@teamansarada⁩ ⁦@ansarada⁩ ,
  • Why do we even care about an irrelevant and illogical ranking system that even Rugby’s big boss denounces as a joke. ,
  • Great that Adidas sorted this but kind of staggering they weren't onto this for decades ,
  • Did Google Duplex just pass the Turing Test? And what happens if the interaction is made even more human with a dig… ,
  • Really basic stuff but worth a read... CMOs and Teamwork: How Can High-Performing Teams Shape Success? ,
  • Opinion | Marc Benioff: We Need a New Capitalism - The New York Times ,
  • When updates an iPhone app - Reminders - that renders it useless with the companion desktop app until Catalina arrives = ,
  • So fed up with commentators reffing the game. They have so much more to offer. All we get is constant… ,
  • How Negative News Distorts Our Thinking ⁦@SparkNZ⁩ ⁦@billbennettnz⁩ ,
  • And the coverage seems to miss that for some using on their carrier connection it streamed bea… ,
  • The coverage on is so ridiculous. How many people actually got great service vs. those that didn’t? And to… ,
  • A great read for all of you using Google... ,
  • 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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