In “The Whole World May Be Listening, But That’s No Longer Enough” article, Erin Galad, CEO of Tracx explains that online audiences are generating far too much information for marketers to sift through. The monitoring of social media is one aspect of the conversion puzzle. Marketers must breath life into big data, by connecting the dots among user sentiments in the social media space and by observing people’s behavior and interaction with brands.
With the ever-growing popularity of user-generated content in the Information Age, companies that track “influencers” understand a unique value; keeping repeat customers happy is only one part of the equation. The “influencer” group can add momentum to a corporation’s brand mission, which is likely to become a corporation’s best customer segment (Kagan, 2012). The mapping and leveraging of stories have the potential to transform a bottom line and a brand’s essence.
1.) What are the essential steps a contingency plan will require so that a digital marketer will be able to apply solutions that will soften the effects of negative viral storytelling?
2.) Can you share any examples where real-time opportunities to optimize have helped to save the day? (i.e., how can an organization curate information and content to shift a brand’s perception in near real time?)
http://techcrunch.com/2012/06/20/the-whole-world-may-be-listening-but-thats-no-longer-enough/
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