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Monitoring & Analyzing Social Media

With over 1.5 billion conversations stored, can you afford not to listen?

Category: Blogging

Feb 6, 2009 0 Comments

Getting Techcrunched: “Like Google Alerts with dual-overhead cams”

It’s been a pretty crazy day today at Techrigy world headquarters. I was greeted this morning by 1400 emails in my inbox, about ten times the usual. Turns out that that Jeff Widman over at Techcrunch had given us a nice present in the form of an extremely generous review.

Having been through this before with another company I knew what to expect but my expectations have been surpassed- thousands of new SM2 Freemium signups and inquiries from some impressive potential customers.

The downside is a temporary slow-down in the Freemium searches due to the very high traffic we’re experiencing. We expect this to be back to normal in the next 24 hours. If you just joined us thanks for your patience!

Jan 12, 2009 0 Comments

US Airforce Flow Chart: Rules of Blogger Engagement

Thanks to StrivePR

Our tax dollars at work and they get it right (and this flow is not for blog engagement only, any user-generated content):


Nov 10, 2008 0 Comments

New Techrigy Blog

Hey everyone, I wanted to take a minute and introduce myself and tell you of some new things going on with the Techrigy Blog.

I’m Bob, and I’m the web designer here at Techrigy. Martin came to me a week or two ago and asked if we could upgrade our company blog. We started adding all our employees to the blog so you will start to see posts from more people, dabbling in more areas.

You may notice some changes in the look of the blog as we hash through some different ideas. We should be done by mid-week!

Aug 14, 2008 0 Comments

It’s not Big Brother, It’s public and recorded

When I tell people we monitor conversations in social media the more idealistic ones scrunch up their face and give me the big brother look as in ‘Big Brother Is Watching’. The implication is that there is something unsavory about peering into people’s private thoughts…wait a minute. Social media that is not password protected is not private.

Let me repeat that:

Social media that is not password protected is not private.

When you post, Tweet, comment, write on a wall, etc. you are essentially standing on that proverbial soapbox in the park and shouting to a crowd with one big difference:

What you are saying is being recorded, preserved and, presumably, indexed for future reference.

This is a big differentiator from private correspondence like email or phone calls that require a warrant to be monitored and/or recorded (though this administration apparently thinks otherwise for those conversations too- another subject for another place).

Social media is social and, as such, not private. So if you’re saying something you don’t want to be reminded of forever don’t say it here and cry later.

There are no take-backs in social media.

Jul 31, 2008 1 Comment

Three months in the social

While I’ve been a participant in social media for a long time including a personal blog over three years old, I only started thinking about it as a marketing tool when I did a product launch a few years ago- and found that reaching out to relevant blogs was the most effective activity I pursued, more effective than any of the traditional PR and advertising we did at the same time. It didn’t hurt that it was a software as a service product right at the onset of web 2.0.

Fast forward a few years and social media is my primary marketing tool but in ways that have evolved considerably. When I started working with Techrigy three months ago I was still in SEM/SEO mode. That went away fast though we do use these techniques quite effectively (please don’t send me SEO analyses of our sites- we’re quite aware of where they stand). I simply dove in to start learning about the wonderful world of social media monitoring and how people were trying to use it. I intentionally use the word ‘trying’ because it rapidly became apparent that we’re all in a continuous learning curve (and will be forever I think).

Those who dropped pre-conceptions the earliest have, IMHO, become the default thought leaders. I’ve gotten so I laugh when I read about social media ‘campaigns’, products to automate pushing messages out to social media and other broadcast mentality approaches to spreading the word or effecting change in social media. This is not the model, again IMHO!

The reason we constantly see and talk to people trying to retain this model is that the available alternatives are freaking them out:

” I’m supposed to read blogs and twitter all day and add-in stuff?”

“I don’t don’t have the time or the bandwidth for that!”

“What good is this stuff? What’s the ROI?”


With broadcast you reach millions of people, 99.999% of whom frankly don’t give a sh*t. You spend money to reach that fragment who do. With search you focus more but you’re still seeking true intent through relevant placement. A lot better.

In social media, if you do your job and participate and carefully build a reputation you become a member of the inner circle. This membership is precarious and precious but incredibly egalalitarian. An ambitious or enthusiastic intern or career-changer can join if they prove themselves and affect the positioning of their product or service in game-changing ways- because that inner circle is incredibly influential.

Why are they so powerful? Because of the network effect. It used to be said that an angry consumer would tell ten others about their negative experience while a happy one would only tell three. With social media both can reach hundreds or thousands who in turn can influence untold thousands more. So, IMHO (again), you cannot afford to ignore or minimalize social media as a marketing tool. It’s word of mouth on steroids.

That my lesson from three months of working to build awareness of a brand and product in social media. The potential is explosively more powerful than what came before.

And equally risk-laden for those venture away from 100% honesty and transparency. Why? Because it is self-regulated by those who you are marketing to. That’s another game-changing element in this new world.

Jul 10, 2008 0 Comments

Disqus and Intense Debate: If you’re doing social media marketing you should be there

For all the discussion of Twitter, Plurk and FriendFeed there are two other social media services that are, IMHO, far more valuable for marketers and PR folks. They’re commenting systems like Disqus and Intense Debate. If you’re not registered on these systems I strongly recommend you do so because they will change the way you engage social media.

I use Disqus (pronounced ‘discuss’) on this blog. This is not an endorsement of one system over another- I just happened to reading about them when we put the blog together. As a registered commenter on their system others can go to Disqus and see comments I’ve left elsewhere, respond to them, vote on the value of my contribution, etc. The comment stream becomes a stand-alone form of social media.

If you choose to, you can receive any responses to your comments in email or a feed. This has proven very valuable for relationship-building with a wide range of people who share my interests. As my reputation within these systems expands (hopefully favorably!) my influence and reach also increase. This is due to the exponential or network effect of social media. While we often speak of ‘conversations’ in social media there is a striking difference between a real conversation and a social media conversation: In social media your conversation starts at one-to-many and evolves to many-to-many. Participating in commenting systems is a great way to multiply the reach of your particular message. Not only can a comment be read by hundreds or even thousands of people, if it creates value some of those readers can now read more of your comments without having to uncover what other blogs you’re commenting on.

Jun 9, 2008 0 Comments

CopyBlogger on social media marketing

Five important things to keep in mind when marketing in social media from CopyBlogger. To reiterate:

Don’t pitch, participate!

Good stuff.

Jun 6, 2008 0 Comments

Franke James on Twitter

If you’re old school like me then you’re one of the multitudes who are either just discovering the allure of Twitter or are about to. In case you don’t get the whole thing, check out Franke James’ brilliant take on why Twitter is more than a fad.

And while you’re there don’t miss her equally brilliant illustrated blog posts. They’re amazing.

May 30, 2008 0 Comments

Who owns the comments: A commenter Bill of Rights

Daniel from Disqus, one of the new third party commenting systems (which we use on this blog) has a riff on a proposed Bill of Rights for commenters- it’s really more of a set of guidelines.

Comments comprise a very large amount of the user-generated content in social media. As Daniel points out, comments are a form of currency for bloggers, indications to both readers and search bots that this blog is a legit (since no one would bother commenting on an obvious spam blog (or ’splog’). Commenters also build reputation and, from a monitoring POV it’s really important to understand who is commenting and what they’re saying.