MANAGING DIALOGEveryone else is making content aboutyour brand, too. Engage with your audience. Respond to feedback. Monitor and moderate online conversations.
THREE TYPES OF MEDIA
GETTING IT DONE makeMakeManage manage measureMonitorModerateMeasure moderate monitor
MAKE THE CONTENTBlogs, email, web video, mobile devices, socialmedia, and other online properties.Long form and short form text, images, links,video, widgets, presentations, and other onlinemedia.Developed based on the content plan, anddesigned to deliver on the goals of theinitiative.
MANAGE THE CONTENTQuality control for each platform, ensuringthat all content is web optimized andpublished following best practices.Governance of content across multiple teams:internal teams, agencies, PR ﬁrms, etc.Ensures that all work is created, approved, andpublished on time and on strategy.
MONITOR DIALOGMonitor the dialog on your platform, as wellas the internet at large to identify risk andopportunity.Monitors sentiment to stay informed aboutwhat people think about your brand in realtime.Identify inﬂuence, and build a list of relevantinﬂuencers in your space over time.
MODERATE DIALOGRespond to dialog as outlined in the content plan.Evaluate and curate user generated content on ourplatforms.Identify and evaluate brand dialog on externalplatforms.Edit/approve incoming content from externalsources.Proactively promote brand content on externalplatforms.
MEASURE EFFECTIVENESSAlmost every measurement available foronline platforms is actually a measurement ofthe content - not the platform.Integrated multi-platform analytics reportsand recommendations for each initiative.This is an on-going science experiment whosegoal is to get incremental growth in keymetrics as deﬁned in the initiative.