Marketers & Social Media Monitoring Survey
How are marketers using Word-of-Mouth & Social Media intelligence?
While an entire industry of marketers debates how exactly to leverage consumers' social behavior into revenues and profits, there is one point that is hard to dispute. Monitoring online conversation, and mining the Word-of-Mouth (WOM) insights found within, presents brands with an unprecedented opportunity to build meaningful relationships with customers.
We're not short on options, either; Social Media Monitoring tools range from the most premium, high-powered solutions to everyone's favorite free alternative, Google Alerts. But are the paid tools really worth the money? Is monitoring worth the time and effort? Where are the gains most apparent?
Teaming up with business development agency RSW/US, we surveyed 237 marketing executives to find out.
According to eMarketer's analysis of this survey, "There is more than one way to monitor and measure social media outreach and online campaigns, and companies must find the right setup for them."
To download your copy of the 2011 Marketers & Social Media Monitoring Survey, please use the form below.
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What's inside the 2011 Marketers & Social Media Monitoring Survey?
Below are some of the questions we asked our audience of digital marketers:
• What is your primary online marketing objective?
• How aware are you of the practice of Social Media Monitoring?
• What tools does your company currently use to monitor Social Media for marketing intelligence?
• To what degree do you find the insights gleaned from Social Media Monitoring of value to achieving your business objectives?
• How satisfied are you with your Social Media Monitoring solution?
• If you are using Social Media Monitoring to glean business intelligence, how are you using this data - how are you making it actionable?
• What departments within your organization are most often using the social media intelligence?
• How are you evolving the use of Social Media Monitoring to achieve your company's objectives?
You'll see how people answered, based on job title, industry and size of organization.
How to pick a Social Media Monitoring tool
Choosing among over 40 vendors of social media monitoring tools, we focused on paid, enterprise-level tools with cross-channel coverage. During our demos, we evaluated social media monitoring tools based on the following:
• sentiment accuracy
• sources monitored (e.g. blogs, forums)
• metrics to determine influence
• query structure
• raw data access
• segmentation capabilities
For a comparison of social media monitoring tools, look no further than our 2011 Social Media Monitoring Tool Buyer's Guide.
Does post engagement on Facebook actually create reach?
Featured in eMarketer Daily, the Facebook Reach Analysis sheds light on how people interact with brands’ Facebook content, specifically:
1) The correlation between post engagement and reach on Facebook
2) Effects on reach by post frequency
3) Effects on engagement and reach by post type
For more on our Word-of-Mouth & Social Media Marketing services...
Social Media Monitoring: Word-of-Mouth is not a marketing medium, it’s a conversation amongst consumers about the products & services they want to buy, might buy or have bought.
Social Media Analytics: Aggregating social media metrics is essential. Our Brand Dashboards are aimed at providing you with a consolidated view of all your social media activities.
Community Development & Engagement: Instead of focusing on getting consumers to engage with advertising promoting a brand, we get them to engage directly with the brand by building communities.