Monitoring & Analyzing Social Media

Who Should Be Your Online Voice?

Congratulations. Your company has finally decided to make the official
online plunge.

A blog, twitter and maybe even Facebook. Whatever you decide, be sure you
have chosen the appropriate “host” for your online “gathering.” This is a
cocktail party for your brand - that never ends. Your online voice is
always on, always entertaining and always looking for more guests.

Call them what you wish: Interaction Evangelist; Knowledgarian Czar; Content
Chief; Information Marshall - they need to posses key traits to ensure
success.

Your online voice needs to be a Subject Matter Expert (SME), someone you’re
confident will maintain respectable behavior and maintain a clear 30,000
foot view of the business development role.

Subject Matter Expert

An SME will be well versed on your industry; engaging discussions about the
current activities, issues and hot points. They will clearly understand the
history of your market segment and have a unique perspective on the future
direction as well. Knowledge of your competition is a must.

This person should have a solid understanding of the key online properties
that relate to the business. Do they participate in related blogs,
discussion groups/forums and industry related niche sites?

Online Behavior

This person needs to be an “A” level player with regards to online behavior
and actions. Ask yourself, would you be comfortable with this person talking
to members of the community? Can they be a consistent representative for
your business?

You host should be somewhat connected to the other “movers & shakers” within
your market as well. If not, are they positioned well to become an
influencer with their experiences, knowledge and network?

The last thing you want is someone who is argumentative and combative; the
ultimate “know-it-all” is a huge turn-off. Have you met that person at a
social event? Not someone you want to spend much time with, is it?

30,000 Foot View

My interpretation of being able to see the big picture is always identifying
additional creative opportunities for the company. Measuring ROI and other
metrics is often an after-thought; every conscious effort should be
monitored, tracked and rebalanced at least every 90 days to ensure the
efforts are not an exercise in futility.

They should be knowledgeable on the Search Engine Optimization strategies
which benefit your company. Their inter-department communication skills
skills should be head and shoulders above nearly everyone within the
company. Not only should they be familiar with daily activities and
strategies, they need to communicate their initiatives back to the company
to avoid any surprises.

Are they monitoring tiny URL’s, site analytics and using social media
monitoring tools? Have you outlined specific metrics such as improved
traffic, increased conversions and improved revenue from specific online
channels? These are must-have tools for your online manager’s toolbox.

Making the decision to utilize multiple online marketing channels is a big
decision. Finding the right person to drive that bus is just as important.

Have you made the right choice?