Social Media Monitoring - Finding Relationships
by Eric Portelance, Planning Lead at Teehan+Lax on Jul 04, 2011
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Early in 2011, our team began with the hypothesis that relationships with a brand can be found online and that finding these relationships would be critical to determining the value and ROI of social ...
Early in 2011, our team began with the hypothesis that relationships with a brand can be found online and that finding these relationships would be critical to determining the value and ROI of social media investments to date.
With many in the industry moving to qualitative analysis of social media mentions (tagging by hand), we began to explore this as well at Thornley Fallis. But there was a problem. We were spending a lot of time and money tagging people's views of our client's products or offerings with no ability to measure and determine whether the brand had built more or less relationships of value.
We began to search for new tools. We quickly disregarded Klout, PeerIndex and other similar tools as means of finding relationships. These tools were better at aggregate or synthetic benchmarks of "influence," and our team was interested in finding relationships with a brand beyond the most "influential" web celebrities.
This deck outlines our approach and findings and how we were able to find what we are calling the consistently engaged. These people are showcasing their potential relationship with a brand, yet are often being ignored as a result of the tools and approaches currently available.
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