Comments on: Listening to what you’re not hearing http://www.radian6.com/blog/2009/10/listening-to-what-you%e2%80%99re-not-hearing/ Social media monitoring tools, social media engagement software and social CRM and marketing from the industry leader in social analytics. Fri, 10 Feb 2012 21:26:59 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Influences du jour #10 : de l’état de la blogosphère 2009 à la technologie visible au service de la CIA | Questions d'influence http://www.radian6.com/blog/2009/10/listening-to-what-you%e2%80%99re-not-hearing/#comment-1322 Influences du jour #10 : de l’état de la blogosphère 2009 à la technologie visible au service de la CIA | Questions d'influence Wed, 21 Oct 2009 13:36:26 +0000 http://www.radian6.com/?p=1345#comment-1322 [...] Écoutez ce que vous n’entendez pas : Radian6 [...] [...] Écoutez ce que vous n’entendez pas : Radian6 [...]

]]> By: CiTiZeN L. aka Laurent Francois » Blog Archive » Ecouter les médias sociaux : le murmure a souvent plus de valeur http://www.radian6.com/blog/2009/10/listening-to-what-you%e2%80%99re-not-hearing/#comment-1321 CiTiZeN L. aka Laurent Francois » Blog Archive » Ecouter les médias sociaux : le murmure a souvent plus de valeur Tue, 20 Oct 2009 06:00:35 +0000 http://www.radian6.com/?p=1345#comment-1321 [...] explique l’enjeu de mieux écouter ce qu’on entend d’habitude pas : « But how could you identify those who knew of your brand, but would give their [...] [...] explique l’enjeu de mieux écouter ce qu’on entend d’habitude pas : « But how could you identify those who knew of your brand, but would give their [...]

]]> By: Rick Liebling http://www.radian6.com/blog/2009/10/listening-to-what-you%e2%80%99re-not-hearing/#comment-6524 Rick Liebling Mon, 19 Oct 2009 13:37:25 +0000 http://www.radian6.com/?p=1345#comment-6524 Hey Jake, thanks for stopping by and sharing your thoughts. There's no doubt you want to engage those consumers who are enthusiastic about your brand (and if there is a legitimate complaint out there, you should address that too). But I really think too much focus is put on those areas, and not enough on the middle majority who, with some diligence, could be pursuaded to buy your brand. This is probably over-simplifying it, but I would guess you could put your resources against the three groups in this manner: Negative: 15% Positive: 35% Neutral: 50% Hey Jake, thanks for stopping by and sharing your thoughts. There's no doubt you want to engage those consumers who are enthusiastic about your brand (and if there is a legitimate complaint out there, you should address that too). But I really think too much focus is put on those areas, and not enough on the middle majority who, with some diligence, could be pursuaded to buy your brand.

This is probably over-simplifying it, but I would guess you could put your resources against the three groups in this manner:

Negative: 15%
Positive: 35%
Neutral: 50%

]]> By: Rick Liebling http://www.radian6.com/blog/2009/10/listening-to-what-you%e2%80%99re-not-hearing/#comment-1338 Rick Liebling Mon, 19 Oct 2009 13:37:25 +0000 http://www.radian6.com/?p=1345#comment-1338 Hey Jake, thanks for stopping by and sharing your thoughts. There's no doubt you want to engage those consumers who are enthusiastic about your brand (and if there is a legitimate complaint out there, you should address that too). But I really think too much focus is put on those areas, and not enough on the middle majority who, with some diligence, could be pursuaded to buy your brand. This is probably over-simplifying it, but I would guess you could put your resources against the three groups in this manner: Negative: 15% Positive: 35% Neutral: 50% Hey Jake, thanks for stopping by and sharing your thoughts. There’s no doubt you want to engage those consumers who are enthusiastic about your brand (and if there is a legitimate complaint out there, you should address that too). But I really think too much focus is put on those areas, and not enough on the middle majority who, with some diligence, could be pursuaded to buy your brand.

This is probably over-simplifying it, but I would guess you could put your resources against the three groups in this manner:

Negative: 15%
Positive: 35%
Neutral: 50%

]]> By: Rick Liebling http://www.radian6.com/blog/2009/10/listening-to-what-you%e2%80%99re-not-hearing/#comment-1320 Rick Liebling Mon, 19 Oct 2009 13:37:25 +0000 http://www.radian6.com/?p=1345#comment-1320 Hey Jake, thanks for stopping by and sharing your thoughts. There's no doubt you want to engage those consumers who are enthusiastic about your brand (and if there is a legitimate complaint out there, you should address that too). But I really think too much focus is put on those areas, and not enough on the middle majority who, with some diligence, could be pursuaded to buy your brand. This is probably over-simplifying it, but I would guess you could put your resources against the three groups in this manner: Negative: 15% Positive: 35% Neutral: 50% Hey Jake, thanks for stopping by and sharing your thoughts. There’s no doubt you want to engage those consumers who are enthusiastic about your brand (and if there is a legitimate complaint out there, you should address that too). But I really think too much focus is put on those areas, and not enough on the middle majority who, with some diligence, could be pursuaded to buy your brand.

This is probably over-simplifying it, but I would guess you could put your resources against the three groups in this manner:

Negative: 15%
Positive: 35%
Neutral: 50%

]]> By: Jake Rosen http://www.radian6.com/blog/2009/10/listening-to-what-you%e2%80%99re-not-hearing/#comment-1337 Jake Rosen Mon, 19 Oct 2009 13:32:10 +0000 http://www.radian6.com/?p=1345#comment-1337 Rick, I think you have a great point that monitoring should be used for action and engagement purposes. I think the top-line numbers point in a direction, but are useless if not applied. I also like your argument about reaching out to the middle of the bell curve for ROI purposes, but don't you think that monitoring and interacting with the loyal is vital as well? These advocates can become brand evangelists who can spread messaging and sentiment to their inner-circles. Knowing the consumers who most positively and frequently discuss your brand can be an extremely valuable marketing asset. Rick, I think you have a great point that monitoring should be used for action and engagement purposes. I think the top-line numbers point in a direction, but are useless if not applied. I also like your argument about reaching out to the middle of the bell curve for ROI purposes, but don’t you think that monitoring and interacting with the loyal is vital as well? These advocates can become brand evangelists who can spread messaging and sentiment to their inner-circles. Knowing the consumers who most positively and frequently discuss your brand can be an extremely valuable marketing asset.

]]> By: Rick Liebling http://www.radian6.com/blog/2009/10/listening-to-what-you%e2%80%99re-not-hearing/#comment-1327 Rick Liebling Sat, 10 Oct 2009 13:10:14 +0000 http://www.radian6.com/?p=1345#comment-1327 Subbu, Thanks for sharing your thoughts, you bring up an interesting, and I would argue, valid point. Social Media is still such a nascent channel, and yet as you state, the expectations are very high. Listen, nobody in this economic environment wants to spend money without any idea of whether or not it is effective, but a little perspective and patience is appropriate as well. It's probably a good idea for brands to speak with people like Radian6 about what sort of measurement is possible and relevant before deciding on benchmarks (shameless plug there, sorry). Subbu,

Thanks for sharing your thoughts, you bring up an interesting, and I would argue, valid point. Social Media is still such a nascent channel, and yet as you state, the expectations are very high.

Listen, nobody in this economic environment wants to spend money without any idea of whether or not it is effective, but a little perspective and patience is appropriate as well.

It’s probably a good idea for brands to speak with people like Radian6 about what sort of measurement is possible and relevant before deciding on benchmarks (shameless plug there, sorry).

]]> By: Rick Liebling http://www.radian6.com/blog/2009/10/listening-to-what-you%e2%80%99re-not-hearing/#comment-1318 Rick Liebling Sat, 10 Oct 2009 13:10:14 +0000 http://www.radian6.com/?p=1345#comment-1318 Subbu, Thanks for sharing your thoughts, you bring up an interesting, and I would argue, valid point. Social Media is still such a nascent channel, and yet as you state, the expectations are very high. Listen, nobody in this economic environment wants to spend money without any idea of whether or not it is effective, but a little perspective and patience is appropriate as well. It's probably a good idea for brands to speak with people like Radian6 about what sort of measurement is possible and relevant before deciding on benchmarks (shameless plug there, sorry). Subbu,

Thanks for sharing your thoughts, you bring up an interesting, and I would argue, valid point. Social Media is still such a nascent channel, and yet as you state, the expectations are very high.

Listen, nobody in this economic environment wants to spend money without any idea of whether or not it is effective, but a little perspective and patience is appropriate as well.

It’s probably a good idea for brands to speak with people like Radian6 about what sort of measurement is possible and relevant before deciding on benchmarks (shameless plug there, sorry).

]]> By: Rick Liebling http://www.radian6.com/blog/2009/10/listening-to-what-you%e2%80%99re-not-hearing/#comment-6513 Rick Liebling Sat, 10 Oct 2009 13:10:14 +0000 http://www.radian6.com/?p=1345#comment-6513 Subbu, Thanks for sharing your thoughts, you bring up an interesting, and I would argue, valid point. Social Media is still such a nascent channel, and yet as you state, the expectations are very high. Listen, nobody in this economic environment wants to spend money without any idea of whether or not it is effective, but a little perspective and patience is appropriate as well. It's probably a good idea for brands to speak with people like Radian6 about what sort of measurement is possible and relevant before deciding on benchmarks (shameless plug there, sorry). Subbu,

Thanks for sharing your thoughts, you bring up an interesting, and I would argue, valid point. Social Media is still such a nascent channel, and yet as you state, the expectations are very high.

Listen, nobody in this economic environment wants to spend money without any idea of whether or not it is effective, but a little perspective and patience is appropriate as well.

It's probably a good idea for brands to speak with people like Radian6 about what sort of measurement is possible and relevant before deciding on benchmarks (shameless plug there, sorry).

]]> By: Subbu http://www.radian6.com/blog/2009/10/listening-to-what-you%e2%80%99re-not-hearing/#comment-1326 Subbu Sat, 10 Oct 2009 10:02:48 +0000 http://www.radian6.com/?p=1345#comment-1326 Nice post, Rick. I want to leave a thought behind with experts like you. There is a great deal of debate on Social Media Monitoring and RoI. I feel that experts and practitioners within and outside an organisation are exerting undue pressure on this very new media. When did we start monitoring TV or Print or Radio with the kind of rigor that we see today. It was after a few decades. I am not saying that monitoring or expecting RoI is bad. I think the value of Social Media is far greater that cannot be measured, at least right now. Nice post, Rick. I want to leave a thought behind with experts like you.

There is a great deal of debate on Social Media Monitoring and RoI. I feel that experts and practitioners within and outside an organisation are exerting undue pressure on this very new media. When did we start monitoring TV or Print or Radio with the kind of rigor that we see today. It was after a few decades. I am not saying that monitoring or expecting RoI is bad. I think the value of Social Media is far greater that cannot be measured, at least right now.

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