Many businesses and traders monitor what is happening with their brands in social networks, but really find it hard to fully understand what the numbers represent that are put before it.
The stark reality is that very few who know what they mean and the graphics and metrics that are derived from social networks, most do not know how to interpret the data or simply do not understand what they reflect and less to do with them. Very few specialists who have learned to collect data that really matter to those metrics, and use them.
There are two important rules to consider if we analyze the statistics of our actions on social networks:
1) Monitoring the Internet is like going fishing, a concept that I read today on Social Media Today and I find very appropriate.
2) Always start with the end in mind
First we discuss the analogy with fishing. You can hear ridiculous, but it is real. Collect data on the universe of Internet Spam is a complicated task that requires effort and patience. Have to use "the rod" right to find the information you really serves. It should go to the right place to find the data that are important to your industry. It's not magic, and it is not easy. Tools or "cane" that you use in the monitoring work will directly impact on the data you receive back. Additionally the same cane help you recognize the best places to go fishing. If you do not know where in the Web search, the results you find may be too general or too precarious, providing information that ultimately will not provide any real use.
The second rule relates to begin always with the purpose and focus of our actions. This is a key concept that is often forgotten by monitoring the Web. Means that no data is collected by the mere fact of collecting data, but to go for information vital to your business, leading to new business. It is different for each client, but in general there are three situations that frequently observed in monitoring internet:
• If you want to monitor brand reputation, configurations a simple search based on mentions of the brand.
• If you want to identify who is talking about a particular topic or want to know who the most influential in your community, you must apply other more specific tools to obtain data that allow you to investigate. These searches should begin broadly and then leave tuning until you find what you want.
• If you want to compare your business or brand to the competition, you do a search-oriented competition. This type of configuration monitoring is like night and day against the two searches mentioned above.
Think of the Internet as in a closed room with many people talking at once.
The new trend is that brands tend to find Online discussions where they interact the most influential, and observe the most important movements that are made over time. The data collection itself is not as important, but the way these data are interpreted and used. This is what will really help your business, and thus must be used the famous "metric" of which you hear talk constantly.
The data without a proper context does not serve anything, and that's what we all must keep our focus, permanently.
The stark reality is that very few who know what they mean and the graphics and metrics that are derived from social networks, most do not know how to interpret the data or simply do not understand what they reflect and less to do with them. Very few specialists who have learned to collect data that really matter to those metrics, and use them.
There are two important rules to consider if we analyze the statistics of our actions on social networks:
1) Monitoring the Internet is like going fishing, a concept that I read today on Social Media Today and I find very appropriate.
2) Always start with the end in mind
First we discuss the analogy with fishing. You can hear ridiculous, but it is real. Collect data on the universe of Internet Spam is a complicated task that requires effort and patience. Have to use "the rod" right to find the information you really serves. It should go to the right place to find the data that are important to your industry. It's not magic, and it is not easy. Tools or "cane" that you use in the monitoring work will directly impact on the data you receive back. Additionally the same cane help you recognize the best places to go fishing. If you do not know where in the Web search, the results you find may be too general or too precarious, providing information that ultimately will not provide any real use.
The second rule relates to begin always with the purpose and focus of our actions. This is a key concept that is often forgotten by monitoring the Web. Means that no data is collected by the mere fact of collecting data, but to go for information vital to your business, leading to new business. It is different for each client, but in general there are three situations that frequently observed in monitoring internet:
• If you want to monitor brand reputation, configurations a simple search based on mentions of the brand.
• If you want to identify who is talking about a particular topic or want to know who the most influential in your community, you must apply other more specific tools to obtain data that allow you to investigate. These searches should begin broadly and then leave tuning until you find what you want.
• If you want to compare your business or brand to the competition, you do a search-oriented competition. This type of configuration monitoring is like night and day against the two searches mentioned above.
Think of the Internet as in a closed room with many people talking at once.
The new trend is that brands tend to find Online discussions where they interact the most influential, and observe the most important movements that are made over time. The data collection itself is not as important, but the way these data are interpreted and used. This is what will really help your business, and thus must be used the famous "metric" of which you hear talk constantly.
The data without a proper context does not serve anything, and that's what we all must keep our focus, permanently.
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