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'''Good or Evil?''' | '''Good or Evil?''' | ||
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From a marketing viewpoint, we have the capacity to reach more people in remote corners of the world than ever before, leveraging the incredible reach of the Internet to connect with our blogs, videos, and shopping carts that have no geographical limitations. The other side of that coin is that we now inhabit a world where anonymous people can go for their 15 minutes of fame as ad hoc writers, video producers and critics, which can spell trouble for your company. | From a marketing viewpoint, we have the capacity to reach more people in remote corners of the world than ever before, leveraging the incredible reach of the Internet to connect with our blogs, videos, and shopping carts that have no geographical limitations. The other side of that coin is that we now inhabit a world where anonymous people can go for their 15 minutes of fame as ad hoc writers, video producers and critics, which can spell trouble for your company. | ||
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'''Google Alerts''' | '''Google Alerts''' | ||
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Google alerts enable you to choose keywords relative to, in this case, your business name and Google will email you instances when they come up online as indexed by the Google search engine. Go to www.google.com/alerts to set this up. Depending on the size and online reputation of your organization, you can adjust the frequency of these email alerts from daily to weekly. There are a couple of refining options. Picking type = 'Everything' will keep track of all of the buzz about whatever keywords you type in, comma delimited. For most small businesses, a weekly notification should be adequate. | Google alerts enable you to choose keywords relative to, in this case, your business name and Google will email you instances when they come up online as indexed by the Google search engine. Go to www.google.com/alerts to set this up. Depending on the size and online reputation of your organization, you can adjust the frequency of these email alerts from daily to weekly. There are a couple of refining options. Picking type = 'Everything' will keep track of all of the buzz about whatever keywords you type in, comma delimited. For most small businesses, a weekly notification should be adequate. | ||
Here are some tips for what you might want to monitor to see what your customers might find: | Here are some tips for what you might want to monitor to see what your customers might find: | ||
| − | + | * Your business name, including any partitions or alternative names as applicable | |
| − | + | * Your competition | |
| − | + | * Various misspellings of your organization name | |
| − | + | * Your flagship product names, part numbers and trade names | |
| − | + | * Your key executive names-- bad juju on your top people will reflect poorly on your company | |
'''Social Oomph''' | '''Social Oomph''' | ||
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Google Alerts monitors the Google database. Social Oomph allows you to track tweets. You need to create a free account and then go to Monitors/Keyword Alert Emails on the left hand menu. You are allowed to set up to 50 keywords or phrases to rake the tweet-o-sphere for and email you recaps either daily or every twelve hours. | Google Alerts monitors the Google database. Social Oomph allows you to track tweets. You need to create a free account and then go to Monitors/Keyword Alert Emails on the left hand menu. You are allowed to set up to 50 keywords or phrases to rake the tweet-o-sphere for and email you recaps either daily or every twelve hours. | ||
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'''LinkedIn Signal''' | '''LinkedIn Signal''' | ||
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Signal is a tool presently under development by LinkedIn in conjunction with Twitter, using a similar search on discussions groups, shares and posted answers. Access it by logging into LinkedIn and going to www.linkedin.com/signal. This is a bit clunky with the filters and for most results, look up your name and company without the filters box selected. This is especially useful for product launches or branding efforts you might have to see if there is a buzz on LinkedIn among professionals. Unfortunately, the search box appears to have no Boolean capability to add multiple search words separated by commas or expressions like ‘+’ or ‘OR’. | Signal is a tool presently under development by LinkedIn in conjunction with Twitter, using a similar search on discussions groups, shares and posted answers. Access it by logging into LinkedIn and going to www.linkedin.com/signal. This is a bit clunky with the filters and for most results, look up your name and company without the filters box selected. This is especially useful for product launches or branding efforts you might have to see if there is a buzz on LinkedIn among professionals. Unfortunately, the search box appears to have no Boolean capability to add multiple search words separated by commas or expressions like ‘+’ or ‘OR’. | ||
If you’re in the consulting or professional services field this may be one where you save your searches and check regularly back, as these are folks who traffic LinkedIn. This is still in beta and isn’t particularly advertised by LinkedIn, and has a limited universe of professionals (those in LinkedIn who allow public view of their discussions) and will tell you more about trending topics than give you an overall overview about what is being said regarding your business. I’d recommend playing with it to see if it is useful to you, but use the alerts in Google and Social Oomph to monitor the majority of chatter. | If you’re in the consulting or professional services field this may be one where you save your searches and check regularly back, as these are folks who traffic LinkedIn. This is still in beta and isn’t particularly advertised by LinkedIn, and has a limited universe of professionals (those in LinkedIn who allow public view of their discussions) and will tell you more about trending topics than give you an overall overview about what is being said regarding your business. I’d recommend playing with it to see if it is useful to you, but use the alerts in Google and Social Oomph to monitor the majority of chatter. | ||
Now that you’ve set up ways to more simply monitor the online discussion about your company, you need to develop a strategy to displace and counter incorrect dialogue and tell your company story. More on that next time. Meanwhile, post the tools you use to take the online pulse about your business. | Now that you’ve set up ways to more simply monitor the online discussion about your company, you need to develop a strategy to displace and counter incorrect dialogue and tell your company story. More on that next time. Meanwhile, post the tools you use to take the online pulse about your business. | ||
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