Tactical, Operational & Strategic Analysis of Markets, Competitors & Industries
Hello,
Just wanted to hear from you how do you integrate the social media in your CI practice? And which Best Practices are essential to any CI project integrating such tools?
cheers,
S.
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Hi Soulaiman,
The response would depend on your expectations. Indeed SMM may be used for different purposes. To name a few: brand management, corporate reputation, consumer insights, C-suite reputation, crisis management (claim, litigation).
In order to set-up your intelligence system, you may want to follow few steps:
1- Corpus: Identify the feeds that are relevant to your objectives
- Twitter, Facebook, G+ (e.g.: KOL pages, fan pages, product pages, corporate pages ...)
- Blogs, forums (consumers, KOL, scientists)
- Consumer association websites (e.g.: patients)
- Professional association websites (e.g.: physicians)
2 - Thesaurus: Define the search expressions of most relevance. Typically product, company, technology, people, KOL names
3 - KITs: Define the categories in which posts and SM mentions will be archived for further analysis and/or reporting
4 - Analysis and dissemination: Define charts of most relevance for your internal audience. Examples:
- Exposure (e.g.: amount of tweets on a particular topic over the last 30 days)
- Sentiment analysis (positive/negative/neutral/mixed sentiment of consumers about a certain topic)
- Perception analysis (features mentioned/relayed about a product, a company, a person)
- Trend/concept analysis (e.g.: emerging topics from SMM that may be useful for sales rep, marketing managers or R&D engineers)
5 - Sharing: Pick the appropriate communication media for sharing your findings. E.g.: dashboards, newsletter, XML, report ...
You might be interested in the next few IntelCollab webinars:
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