Three of the best links flying around the Internet this week.
In my opinion … of course.
1. Five Ways to Use Social Data to Grow Your Business, by Social Media Examiner. Tweeted by Meltwater Buzz. But more about that in a minute …
This week I read an interesting article by BandT based on research which suggests that 80% of Australian companies surveyed recognized the importance of monitoring mentions of their brand, products and services online, but only 3% of companies actually utilise online listening tools to do this.
So what do the rest of the companies do? Have their most enthusiastic social media bunnies sit around simply waiting for bombs to drop?
Bad news spreads fast on the net-grape-vine, just ask Gerry Harvey, but simply waiting for this to happen not only is a backward way of doing business but completely misses the unprecedented opportunities that social media allow companies to take advantage of. Opportunities to jump on negative issues in an attempt to contain, resolve and learn something from them, or just as equally to jump on positive commentary and create great reactive PR campaigns.
The Social Media Examiner article explores some of the tools for monitoring social media mentions through listening, benchmarking, forecasting, real-time tracking and understanding the importance of reflection and insight.
For small business some of these tools may take up a lot of your time initially (or cost more than your current budget allows) but do check them out—they are worth the effort. And remember, often trying to save money and time, at the risk of your brand protection, will end up being a false economy of the highest order.
2. This next one was a Mashable article, so you’ve most likely seen it already—Audi’s twitter hashtag Superbowl campaign, but it was one of my favourites for the week for a couple of reasons.
I love a good hashtag.
For those 17 of you who still are not on Twitter, a hashtag is used to add additional context and metadata to your tweet. By placing a hashtag in front of the word or words you tweet it, among other things, becomes searchable. Great use of hashtagging was seen recently in Australia during the Queensland Floods and Tropical Cyclone Yasi. Tweeters used hashtags #QLDFloods and #TCYasi with all relevant tweets to make sure everyone (not just followers) could receive important information during these critical times.
Now back to Audi and some far less altruistic use of the hashtag …
Let’s face it, a Superbowl ad with a hashtag plunges Twitter fully into mainstream. It’s smart, forward thinking and targets the not-too-old, not-too-young, mid to high income and tech savvy market that Twitter offers. A perfect fit for Audi. And this: “A rep for Audi, says that the company intends to spark conversations on Twitter” Hooray! Yes! A company that knows what Twitter is all about … interaction and wanting to be in-the-know, quickly.
So will it work? Who knows…? What I do know is big and small marketers will be watching Twitter closely this weekend to find out. #IdeaRaid
3. And finally, so no one accuses me of being in Audi’s pocket …
To the marketing brain who came up with this move, I simply say … kudos, well played.