H ORSES FOR COURSESFeatures Free Low cost ValuableAttractive dashboard X Basic analytics ? Reports for download X ? Realtime updates X ? Forum search X X Broad Twitter search X ? English-focussed sites X ? Facebook search X X ?Sentiment analysis X X ?Unlimited search results X X ?
3 PITFALLS1. Computers don’t understand sentiment, irony, sarcasm2. Importance of Twitter over- rated; Forums under-rated3. Metrics without meaning
D EVISING A DIGITAL STRATEGYIntuitively the right channel but...1. Do social media and alcohol mix?2. Can you raise the profile of responsible drinking without getting shot?3. What might be seen to work?
E VALUATING DIGITAL ACTIVITYThe CEO loves it but is itgenerating ROI?1. Where are users?2. Do they go on holiday? 1%3. On holiday to Britain? 4%4. More or less than average?
C HOOSING THE RIGHT MODELFace fits but do themetrics work?1. Was Lily Cole too closely associated with a particular brand?2. Did her charitable work have credibility?3. Were there any reputational threats?4. What was the value add?
I S ALL NEWS GOOD NEWS ?A high profile but is it theright profile?1. Did a new launch event meet its objectives?2. Could you show partners what had been achieved?3. Why was it successful?4. What could be learnt for next time?