White Horse webinar that surveys the state of social media monitoring tools, and reviews our comprehensive survey of the product offerings. Coming in June, 2010: our new report on social media management platforms. To receive this report when it's released, email me at jbeckland (at) whitehorse.com with the subject line "Send me the SMMP Report."

1. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

2. Social Media Monitoring Tools Benchmarking the Competitive Landscape Eric Anderson, VP of Emerging Media Jamie Beckland, Emerging Media Specialist © 2009 White Horse Productions, Inc. Content may not be reused without permission.

3. The reality is, most brands are NOT using social media monitoring tools right now. And generally, their reasons for holding back are valid. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

4. For one thing, any social media investment faces scrutiny right now. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

5. And the space is still very confusing and unsettled. © 2009 White Horse Productions, Inc. Content may not be reused without permission. And dashboards. Lots and lots of dashboards. Lots of new proprietary terms to learn… Online Promoter Score Sentiment Analysis Brand Association Map (BAM) Community Health Index

6. Nevertheless, we believe that a modest investment in monitoring is the single most important step for brands to take in social media. Why? Four reasons. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

8. 2. It’s a very efficient way to measure your brand equity and impact. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

9. 3. It’s the best way to do field observations on your target audience. © 2009 White Horse Productions, Inc. Content may not be reused without permission. Tough to do here Easy to do here

11. So, how do you choose a social media monitoring tool? First, two general observations: © 2009 White Horse Productions, Inc. Content may not be reused without permission.

13. And, in general, all of the tools do a poor job of analyzing content. All analysis is keyword-based. Keywords are great for sorting, but nearly useless for picking up the emotional nuances of a conversation. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

15. Competitive Set © 2009 White Horse Productions, Inc. Content may not be reused without permission.

16. Social Media Monitoring Tools Cost vs. Feature Set Cost Feature Set © 2009 White Horse Productions, Inc. Content may not be reused without permission.

23. Capacity for Insights: Reporting Suites © 2009 White Horse Productions, Inc. Content may not be reused without permission.

27. Responding/Engagement Capabilities No CRM Light CRM Full-blown CRM © 2009 White Horse Productions, Inc. Content may not be reused without permission.

32. © 2009 White Horse Productions, Inc. Content may not be reused without permission.