Tactical, Operational & Strategic Analysis of Markets, Competitors & Industries
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 ...