Over the past several years, a growing number of brands have decided to invest significant amounts of time and money in Twitter. One of the most popular social networks in the world, Twitter has become, for many of those brands, a key component of a social media strategy.
For B2B companies, many of which keep an eye on what their B2C counterparts are doing, Twitter has also been a target for investment in social media.
Thanks to social media platforms like Facebook and Twitter. information is being collected, aggregated and distributed faster than ever. That's a good thing for a number of reasons, but keeping track of what's taking place on the 'real-time' web can be challenging.
Plenty of companies are trying to do just that. From helping consumers stay on top of the latest news to assisting companies with their online reputations, players in the social media search and monitoring spaces are taking numerous approaches.
But some of the best positioned companies are those that collect the seemingly countless links that are shared every day on sites like Facebook and Twitter.
The Super Bowl may be the biggest event in sport (except, of course,
everywhere outside of the U.S.), but everyone knows that the battle
that occurs each year on Super Bowl Sunday doesn't take place on the field.
It takes place during the commercial breaks.
The battle for
consumer hearts and minds costs a lot of money, and it increasingly
involves the internet, which is where much of the buzz about Super Bowl
commercials can be found.
I always believed that brand suicide was essentially the result of some major foot-in-mouth event, or a product fail of epic proportions. Moreover, it was not so much the failure itself, but rather the result of not being able to manage and recover from that failure. There’s a right way and a wrong way to dig your brand out of a hole.
But this big picture stuff isn’t the only way brands die. When it comes down to it brands die at a micro level. Brand suicide occurs whenever an individual has ‘had it’ with a company, be that the result of shoddy treatment, or disappointment with products and services.
Normally when this happens to me I tell people about it, in the strongest possible terms. That used to be a relatively limited group of people, but nowadays I can (and do) communicate my annoyance / misery on Twitter, which gives any disgruntled customer a lot more reach. And as such the world is a scarier place for brands than ever before.
The vast social media echo chamber means that brands are now at real danger from lots of small events, rather than one big one. We are living in an age where brands die by 1,000 cuts, rather than one almighty chop. The rise in popularity of social / user-generated platforms like Facebook, Digg, Twitter, YouTube and Wikipedia means that brands are more exposed than ever.
So how can brands go about killing themselves slowly?
When it comes to launching a business model, Twitter has been as slow as molasses. Co-founders Ev Williams and Biz Stone are always quick to point out that their focus right now is on the product, not on making money.
One of the potential business models that has been discussed: brand management tools and data access for brands. But what happens if Twitter takes too long and third parties take over the market?
Seth Godin is taking a lot of heat for Squidoo's new service, Brands in Public. To many, Brands in Public is little more than a brandjacking service. As my colleague Meghan Keane put it: "Give Squidoo $400 a month. Or your brand gets it."
In my opinion, the criticism being leveled at Brands in Public is justified but it has far more to do with value than brandjacking.
There's good news for Target's marketing team: when it comes to online buzz, Target is handily beating its larger rival, Wal-Mart.
That's according to online reputation monitoring firm Crimson Hexagon, which looked at what was being said about each retailer online between July 15 and September 3, 2009.
Real-time search is all the buzz but increasingly and the focus is on Twitter in this area. But increasingly, some of the most useful Twitter real-time search products aren't on Twitter.
XING, a social network for professionals that counts more than 7m members, is a good example of that. Last week, it rolled out a real-time Twitter search app for its members called Twitter Buzz.
As the recession continues, so do cutbacks. So, we’ve listed 20 of the better (and free) online reputation monitoring tools in order to help you engage with the onslaught of social media.
With the rise of social media, it's no surprise that online reputation monitoring has been a growth market. Knowing what consumers and customers are saying about you on the internet is extremely important.
Generally, sites like Twitter and Facebook get the most attention when it comes to reputation monitoring but there's another site that may be even more important for brands to keep an eye on: Wikipedia.