It wasn’t long ago that when I told people that I worked for an online reputation management company people would look at me like I said I was Big Bird. Which is why when Meltwater, an online media monitoring service, described as a reputation management firm was mentioned by the host on the Daily Show and several other major media outlets, my interest was piqued. The host did a recap this past week, recalling all of the stories that broke over the summer and provided updates. Included in that recap was the drama currently playing out with San Diego Mayor Bob Filner.
With the ever changing landscape of the Social Media monitoring space, BrandProtect endeavours to stay up to date with the latest and most effective methods being utilized by industry leaders in the collection and analysis of Social Media data. Recently I had the opportunity to attend the Social Media Strategies Summit in Chicago. It was a bit of whirlwind experience, arriving the morning of the first day of the conference. By about midday I was able to ingest my 8th cup of coffee and was raring to go. The event was hosted by the Global Strategic Management Institute and was chalked full of insightful and knowledgeable speakers.
Another Super Bowl Sunday is in the books. The people of Baltimore are probably cleaning up confetti, the 49’er fans are making sure that they don’t buy Joe Flacco Subway subs for at least a month. The big deal on Super Bowl Monday for marketing people is: how did the ads do? Super Bowl commercials are widely considered the most hyped and anticipated advertisements released during the year, not to mention their price tags.
"These Manti Te'o and Justin Bieber examples are strong reasons that opting to increase any scrutiny or review beyond what is possible from an automation standpoint will only benefit one’s Social Media listening solution. When specific criteria and priorities can be established between customer and analyst the customer experience is customized and tailored to deliver only the pertinent analysis that they desire." - Darren Enta, Lead Social Media Analyst at BrandProtect
Ok, let’s pretend you are Walmart. Thanksgiving is just around the corner and you’re revving up the marketing machine to start promoting the you-know-what out of Black Friday. You’re ready to go, so much so that you’ve decided that you’re going to kick off Black Friday at 8pm Thursday. You think abiding by the “Friday” portion of the holiday’s name is for less important retailers and ugh, department stores. This year Walmart is going to redefine Black “Friday” to be a five day affair, starting Thursday and carrying on throughout Monday, Tuesday will be spared this year to hold off rolling out “Tablet Tuesday” in 2013. It’s time to put your feet up on your desk have your assistant pour you a drink and think about the extra number of staff you’ll have to bring in to count all the Scrooge McDuck sized surplus bags of money. Just as you get comfy someone from the HR department comes bursting into this hypothetical situation, looking frantic and dishevelled. You calmly turn to this person and ask “Phil, why are you harshing my Black Friday vibe right now? We’re getting ready to do the biggest numbers of the year.” “Phil” timidly hands you a hand written note on a napkin which simply reads: “I read on Facebook that we may not have any employees working.” Now “Hotshot, What do you do?” – insert Dennis Hopper imitation
Now, while I clearly took some dramatic liberties with the above described scenario, at some point something somewhat similar (how similar is up to the reader) happened at Walmart corporate offices this year. In what is quickly becoming the most important weekend on the retail calendar Walmart employees are threatening to rain on the parade by attempting to organize a “nationwide strike” against Walmart. What’s all the more intriguing is that Walmart employees are not represented by a union. This call to action is for the most part being carried out organically on Social Media. There are multiple groups organizing pages on Facebook, a Facebook app and of course the now obligatory hashtag “#walmartstrikers”.
Vanity Metrics are the numbers that you hear batted around meetings; you’ve heard them, “last month we had X page views an hour” “Picked up X new ‘Likes’ last week”. Some of you sat back thinking “why are they looking at these figures? What’s the point?” but you didn’t say anything. It’s times like these that offer lessons from our youth that stick with us and resurface at the most appropriate times. I can still hear the faithful voice of Sgt. Slaughter saying “Knowing is half the battle” good job Hasbro.