Evaluating And Listening To Brand Conversations
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Everyone is caught up in Social Media, but there is a need to listen to brand conversations in as many channels as possible
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Evaluating And Listening To Brand Conversations
- 1. Evaluating and Listening to Brand Conversations
- 15. Before engagement FIENDS NEUTRAL FRIENDS FANATICS But remember the force multiplier. Move the most influential 20% one step to the right, and this effect can be magnified dramatically. “ RED-SHIFTING” THE CONVERSATION After engagement FOES Move just 20% of people one step to the right, and the aggregate impact is big, particularly at the vocal ends of the scale.
- 16. COMPARE YOUR PRE- AND POST- INTERVENTION CONVERSATIONS, AND EVALUATE YOUR IMPACT. THEN ADJUST YOUR CONVERSATION GOING FORWARD. Time to be very scientific… MEASURE AND MAINTAIN.
- 27. And now you have… A deep, current understanding of the perception of your brand. An intimacy with the amateurs retelling your story. An active and growing role in brand guidance.
Editor's Notes
- We’re not in the habit of making over-blown claims for the impact of technology, believing that people basically don’t change much. But we’re making an exception for the rise of what everyone is calling “social media” or Web 2.0. Something important is changing radically as a result of the growing use of social tools like Twitter. And we know at least one revolutionary who would reluctantly agree with us — Ayatollah Ali Khamenei, uneasy leader of Iran’s revolutionary government.