Guard your brand: social media monitoring and utilisation
As a fan of chocolate and beer I was very happy to go over to Brussels last week to spend more time getting to know the social media monitoring company Attentio and attend the Emakina Academy workshop about Social Media Marketing – PR in the Web 2.0 era.
As one who’s often talking about these trends myself it was nice to see how someone else presents a case for PR utilisation of social media and it encapsulated very powerfully that people are having conversations around your brand right now. The content they create, whether good or bad, stays in search engines forever.
Charles Liebert David Rademaker from Emakina gave a compelling presentation setting out to update the old golden rules of PR (as summarised by Leo Burnett) and created a new set of PR 2.0 rules
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Make it relevant
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Make it participative
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Make it multichannel
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Make it creative
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Make it interactive
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Make it viral
Charles Liebert also showed some great examples of the agency’s projects which demonstrated these points and I was really impressed with how they seem to be putting their money where their mouth is – a recent award win was well deserved.
The theme which summarised the day was social media PR is not just about cultivating a brand online but also providing brand guardianship.
Has anyone read the book The Anatomy of Buzz by Emanuel Rosen? I’m thinking about checking it out, would love to hear recommendations.
Trackur – new online reputation management tool
The Blog Herald reports on Trackur a new tool to help you manage your online reputation. The atricle ponders whether the cost, at $88 p/m, is a little prohibitive but if it does what it’s meant to I don’t think that’s too much of an issue.
I checked out the demo and the first thing that struck me was that there was no way of seeing at a glance whether you or your product were being spoken about in reverential tones or if a blogger is ‘about to flush [your reputation] down the toilet’ to quote the slightly odd text on the website.
While the tool itself seems to look well put together, easy to use and good at filtering results, if you’re seriously monitoring online reputation, especially on a large scale, this ability to get a feel for the trends of online coverage is important. The demo highlights this by performing a search for Google which returns over 2000 results for one day alone. How are you supposed to cut through all the “so, I did a quick Google search” mentions and find out if any issues are building without reading all of those entries?
I know this technology is not easy to create or 100% accurate but I’ve seen this type of tone indicator in practise with Attentio‘s social media monitoring tool and it’s hard to imagine not having that capability.
About:
I'm Darika Ahrens and I help brands develop marketing strategies for Social Media. My background is in Public Relations for companies like Orange, Microsoft, Philips, HTC, Yell.com, and Estee Lauder. I've worked with and trained some of the UK's top agencies.